Kroger partners with Joe Mimran on apparel brand

By

Jennifer Braun

Published
Jul 11, 2018

Fashion designer Joe Mimran, notable for launching Club Monaco, Joe Fresh and Pink Tartan, is setting out on his next fashion venture with Kroger. 

 
Mimran is developing a new apparel brand called 'Dip', the grocery chain announced Monday. It will launch with men's, women's, juniors, kid's, and baby collections, designed at an affordable price range. 
 
"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."

"Style should be fun," added Mimran. "We believe good design can be affordable. It should fit into your life, not the other way around."
 
It will be sold across America at 300 Fred Meyer and Kroger Marketplace stores as of this fall. 
 
Dip will replace more than a dozen of the company's private-label clothing brands, becoming the dominant fashion brand.
 
"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 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."
 
The name of the brand “just kind of clicked," Mimran added, as it matches Kroger's heritage in food.