Kroger Reimagines "Effortless Style" Ahead of New Our Brands Apparel Label Roll-out

A modern, accessible clothing brand slated for fall 2018, as a part of the Restock Kroger Plan

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Nov 03, 2017, 09:00 ET

CINCINNATI, Nov. 3, 2017 /PRNewswire/ -- The Kroger Co. (NYSE: KR) announced today the introduction of a modern lifestyle apparel brand, built from the ground up to engage consumers in a new way.

"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."

Launching with children, young men, juniors, men and women, the line will offer active-inspired cuts and materials that move with consumers – clothes to truly live life in, and look good doing it. The brand will be playful, simple, and uplifting, speaking to all those who want to look and live their best.

"This launch of Our Brands fashion will re-invigorate Kroger's apparel line. 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," Mr. Clark added.

The apparel brand will debut first at Fred Meyer and Kroger Marketplace stores, totaling 300 locations across the country, starting in fall 2018.

At The Kroger Co., we are dedicated to our purpose: to Feed the Human Spirit™.We are 450,000 associates who serve nearly nine million customers daily in 2,793 retail food stores under a variety of local banner names in 35 states and the District of Columbia. Our Family of Companies operates an expanding ClickList offering – a personalized order online service – in addition to 2,258 pharmacies, 783 convenience stores, 307 fine jewelry stores, 222 retail health clinics, 1,472 supermarket fuel centers and 38 food production plants in the United States. Our Company has been recognized as one of America's most generous companies for our support of more than 100 Feeding America food bank partners, breast cancer research and awareness, the military and their families, and more than 145,000 community organizations including schools. As a leader in supplier diversity, we are a proud member of the Billion Dollar Roundtable.

SOURCE The Kroger Co.