Kroger Partners with Fashion Designer Joe Mimran to Introduce Apparel Brand

Retailer's exciting and innovative clothing line Dip scheduled to launch this fall

CINCINNATI, July 9, 2018 /PRNewswire/ -- The Kroger Co. (NYSE: KR) today announces its new and exciting apparel brand Dip, developed by globally-renowned fashion designer Joe Mimran.

Notable for launching Club Monaco, Joe Fresh and Pink Tartan, Mr. Mimran brings talent and expertise from his 30-year fashion career to create an exclusive clothing line for Kroger that makes effortless style easy and affordable to achieve.

"We've worked closely with Joe and his team to develop a line of clothing that works for today's times – easy to buy, easy to wear, and easy to love. Effortless style, every day of the week," said Robert Clark, Kroger's senior vice president of merchandising. "Dip will transform our apparel business, further redefining the customer experience through Restock Kroger."

Dip—which will launch with Men's, Women's, Juniors, Kids, and Baby collections—is designed to help busy, on-the-go people live with style and get the most out of their fashion dollar. The flexible collections and seasonal highlights make creating outfits, or outfitting an entire family, quick and simple.

"Style should be fun," said Mr. Mimran. "We believe good design can be affordable. It should fit into your life, not the other way around."

The story behind the brand's name Dip

"We looked at Kroger's unmatched heritage in food. We thought about the fun, easy energy of the clothes. We thought about what makes every gathering better," enthused Mr. Mimran. "And it just kind of clicked – Dip."

"Dip is simple, fresh, and goes great with everything."

"We know customers want to quickly pop in and out of the apparel department, not spend hours browsing," added Mr. Clark. "Great style you can just grab, go, and enjoy, at a great price; that's the promise. This is an invitation to 'Dip into simple. Dip into style.'"

With an overhauled and streamlined approach to apparel, Dip will replace more than a dozen of the company's private-label clothing brands. "The goal is to connect with our customers in innovative ways through Our Brands. Dip enables Kroger to provide a meaningfully better clothing experience, and ultimately, expand on the products and experiences that you can only get at our stores," said Mr. Clark. "Imagine grabbing a few groceries and then being able to dip over to the next aisle and finding your new favorite top or pants."

"Our exciting and innovative apparel vision will inspire our customers, resulting in increased engagement, loyalty, and sales," said Mr. Clark. "We're excited to share Dip with our customers."

Dip will launch this fall across America in more than 300 Fred Meyer and Kroger Marketplace stores.

About Kroger:
At The Kroger Co. (NYSE: KR), we are dedicated to our Purpose: to Feed the Human Spirit™. We are nearly half a million associates who serve over nine million customers daily through a seamless digital shopping experience and 2,779 retail food stores under a variety of banner names, serving America through food inspiration and uplift, and creating #ZeroHungerZeroWaste communities by 2025. To learn more about us, visit our newsroom and investor relations site. 

SOURCE The Kroger Co.

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