Kroger Debuts Bromley’s For Men Shaving and Grooming Collection

The Kroger Co. launches Bromley’sô For Men shaving and grooming collection. (PRNewsfoto/The Kroger Co.)

Kroger announced yesterday the introduction of Bromley’s For Men shaving and grooming private brand products.

“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. “This new Our (private) Brands product expands our personal care business while simplifying men’s shaving and grooming, as we redefine the customer experience through Restock Kroger.”

The Bromley’s launch creates a quality collection, offering premium razors and replaceable blades, shaving accessories, and skincare for every man. Bromley’s establishes a complete grooming experience with a leading razor and products for every step of the way—at a more affordable price.

Kroger’s private brand team led the development and design of Bromley’s, in partnership with skincare experts. The Bromley’s collection includes a pre-shave prep wash exfoliator; charcoal-infused daily cleanser; velvety shave cream; post-shave balm; and a daily moisturizing lotion with SPF 15. The skincare products complement the premium classic razor, supported by three interchangeable razor cartridges: Smooth Operator 7-Blade, Keepin’ it Trimmed 5-Blade, and Single Stroke 3-Blade.

“Our customers continue to tell us how much they love Our(private) Brands. In 2017, Our Brands achieved its highest-ever unit share and reached $20.9 billion in total sales,” added Mr. Clark. “Bromley’s For Men is a collection that’s simple, affordable, and accessible—it will disrupt the men’s shaving and grooming category.”

According to a nationwide trial, 88% of participants said the Bromley’s razor provided a smoother shave compared to their current razor, and 80% said they would purchase the product.

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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.