Kroger debuts Dip, a new exclusive apparel brand designed by Joe Mimran, nationwide this week in select stores

Earlier this week Kroger Co. announced Dip – its new fresh, fun, effortless style private brand – is rolling out nationwide this week to 300 Fred Meyer and Marketplace format stores.

“Dip creates a new experience for our customers, focusing on a thoughtfully designed and curated collection that is simple, stylish and affordable,” said Christina Groth, Kroger’s vice president of general merchandise. “During the product development process, we were intentional about creating a brand that’s unique and resonates with our shoppers – and we believe we’ve done just that.”

Dip makes it easy for shoppers of all ages to look and feel great. More than 80 percent of the collection is $19 or less.

To create a cohesive and compelling brand experience, Kroger leveraged customer insights provided by 84.51° and recruited talented fashion designer Joe Mimran, best known for Club Monaco, Pink Tartan and Joe Fresh, to lead the creative and design vision. Jackman Reinvents partnered to help create the brand name and image, go-to-market plan and end-to-end shopper experience.

“No detail in the fit and finish of Dip has been overlooked,” offered Joe Mimran, creative director. “Dip is reflective of customers’ true needs and built around a foundation of key modern pieces. It’s fresh. It feels fantastic in your hand. It’s a fun attitude. It’s all those things. These are clothes for really living life in and looking good while doing it.”

Kroger debuts Dip, a new exclusive apparel brand designed by Joe Mimran, nationwide this week in select stores

The Dip collection offers clothing for men, women, young men, juniors, kids, toddlers and babies and features elevated essentials and seasonal trend pieces.

“To win, you must view the world through the eyes of your customers,” outlined Joe Jackman, founder and CEO of Jackman Reinvents. “At every stage of development, we kept the customer benefit at the forefront. If an element didn’t help shoppers achieve effortless style every day, it didn’t make the brand. Simple as that.”

“We anticipate customers quickly connecting with Dip. The new brand is easy to find in our stores and offers incredible quality, style and value. It’s simplified pricing, so there’s no waiting for a sale or hunting for a coupon,” added Groth. “And we’re just getting started. We want everyone to enjoy Dip – expect to see new items, designs and styles.”

Kroger debuts Dip, a new exclusive apparel brand designed by Joe Mimran, nationwide this week in select 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.