Kroger unveils men’s private brand shaving/grooming line

Anyone for a customizable shave? The Kroger Co., Cincinnati, has introduced its own brand of shaving and grooming products called Bromley's For Men. The line includes premium razors, replaceable blades, shaving accessories and skincare products.

Bromley's was created as “a complete grooming experience, with a leading razor and products for every step of the way—at a more affordable price,” the retailer stated in a press release. Available in-store and via Kroger’s delivery and curbside pickup services, Bromley’s is the result of development and work design led by skincare experts collaborating with Kroger’s Our Brands team.

Earlier this month, Kroger announced the arrival of its new Dip apparel, in tandem with fashion designer Joe Mimran, who created the Club Monaco, Joe Fresh and Pink Tartan apparel brands.

"Bromley's For Men offers a complete, customizable grooming experience because Kroger knows it shouldn't be complicated or expensive," said Robert Clark, senior vice president of merchandising, at Kroger. "This new Our Brands product expands our personal care business while simplifying men's shaving and grooming, as we redefine the customer experience through Restock Kroger."

Shoppers can find a pre-shave prep wash exfoliator; a charcoal-infused daily cleanser; a velvety shave cream; an after-shave balm; and a daily moisturizing lotion containing SPF 15. The skincare products complement the premium classic razor with a choice of interchangeable razor cartridges.

According to a nationwide trial, 88 percent of participants said the razor gave a smoother shave than their current razor, and 80 percent said they would purchase the product, the release said.