Kroger Announces Impending Fashion Private Brand

Late last week Americas largest traditional grocer, Kroger announced the introduction of a modern lifestyle apparel private brand, built from the ground up to engage consumers in a new way. The move follows Target’s announcement several months ago that they would launch 12 new private brands predominantly in fashion and home décor and Amazon’s recent plunge into more than a dozen fashion private brands

“This new brand gives Kroger a chance to inspire and connect with our customers, offering effortless style every day – from elevated basics to fashionable highlights,” said Robert Clark, Kroger’s senior vice president of merchandising. “This new offering is on-trend, convenient, and right in line with our customers’ needs.”

Launching with children, young men, juniors, men and women, the line will offer active-inspired cuts and materials that move with consumers – clothes to truly live life in, and look good doing it. The brand will be playful, simple, and uplifting, speaking to all those who want to look and live their best.

“This launch of Our Brands fashion will re-invigorate Kroger’s apparel line. We will be able to serve our customers across the country the inspiration they are looking for, which translates into an immense opportunity for growth in sales, share, and loyalty,” Mr. Clark added.

The apparel brand will debut first at Fred Meyer and Kroger Marketplace stores, totaling 300 locations across the country, starting in fall 2018.



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Christopher Durham

Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan).

Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s.
Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago.

Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.