Meijer introduces own brand women’s fashion

Ophelia Roe women’s apparel is an exclusive “working women’s” fashion collection that Grand Rapids, Mich.-based Meijer launched early this month in its 241 stores, said Annette Repasch, Meijer’s group vice president of softlines.

In an effort to help women feel their best, the “fashion-forward” line aims to bridge a gap between denim and formal business suits with polished fabrics and on-trend details, patterns and cuts. The styles are planned to rotate every eight weeks for the updated professional, said a press release.

Available in sizes small through 3x, Ophelia Roe is a first-of-its-kind at Meijer, with mix and match items designed to update the wardrobe, Repasch said.

"There is a nationwide dilemma where women are confused about what to wear at work because there's a big difference between denim and donning a structured suit — and those aren't necessarily the best options on a daily basis,” Repasch added. “This line is the perfect solution: It's relevant, fashionable, unique and affordable. You can't find it anywhere else."

The launch follows the company’s announcement a few months ago of its new Shop & Scan program, in which shoppers can scan bar codes on items as they shop and bag their groceries and other items  as they move through the store, decreasing checkout time.