The move comes as traditional grocery chains have faced increasing competition from all fronts, from discounters like Walmart to Amazon to high-end grocers.
MORE: Whole Foods, Amazon merger: What’s next for the two giants?
Amazon’s purchase of Whole Foods Market Inc. over the summer has dramatically raised concerns about the viability of traditional grocers.
The brand aims to be “playful, simple, and uplifting,” according to the company, which is the nation’s largest supermarket chain.
“This launch of Our Brands fashion will re-invigorate Kroger’s apparel line,” Clark said. “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.”
Kroger operates more than 2,700 stores under different names in 35 states.