Kroger Partners with Joe Mimran to Debut Fashion Brand

The Kroger Co. partners with fashion designer Joe Mimran to introduce Dip apparel brand. (PRNewsfoto/The Kroger Co.)

Yesterday Kroger announced its new apparel private brand Dip, developed by fashion designer Joe Mimran.

Notable for launching Loblaw’s private brand Joe Fresh, Club Monaco and Pink Tartan. Americans last saw Mimrans designs when Joe Fresh was brought into the United States as a part of the ill-fated turn around by Ron Johnson at JC Penney in 2011/12.

Joe Mimran

“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 clothing private 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.

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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.