Kroger to launch new clothing line in stores

The Kroger Co. will launch an apparel line at its stores next fall, the company has announced.

Our Brands, described by the Cincinnati-based retailer as a modern lifestyle apparel brand, will debut first at Fred Meyer and Kroger Marketplace stores, totaling 300 locations across the country, starting in fall 2018.

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“This new brand gives Kroger a chance to inspire and connect with our customers, offering effortless style every day — from elevated basics to fashionable highlights,” said Robert Clark, Kroger’s senior vice president of merchandising. “This new offering is on-trend, convenient, and right in line with our customers’ needs.”

The clothing line will launch with pieces for children, young men, juniors, men and women.

The move comes as traditional grocery chains have faced increasing competition from all fronts, from discounters like Walmart to Amazon to high-end grocers.

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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.

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