Kroger rolls out Dip clothing line

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Kroger rolls out Dip clothing line

Kroger says Dip "creates a new experience for our customers."

The Kroger Co. rolled out its Dip own brand clothing line to 300 of its Fred Meyer and Marketplace stores last week. In a press release, the Cincinnati-based retailer calls Dip a “fresh, fun, effortless style brand.”

"Dip creates a new experience for our customers, focusing on a thoughtfully designed and curated collection that is simple, stylish and affordable," said Christina Groth, Kroger's vice president of general merchandise, in statement. "During the product development process, we were intentional about creating a brand that's unique and resonates with our shoppers — and we believe we've done just that."

The Dip collection offers clothing for men, women, young men, juniors, kids, toddlers and babies. More than 80 percent of the Dip collection costs $19 or less.

Kroger recruited fashion designer Joe Mimran, best known for Club Monaco, Pink Tartan and Joe Fresh, to lead the creative and design vision. Jackman Reinvents, a Toronto-based customer experience reinvention company, partnered to help create the brand name and image, go-to-market plan and end-to-end shopper experience.

"No detail in the fit and finish of Dip has been overlooked," Mimran said in a statement. “Dip is reflective of customers' true needs and built around a foundation of key modern pieces."

To view more Dip styles, visit here.