Kroger wants to be known for more than groceries. The supermarket chain announced Friday morning that it’s launching an apparel brand in the fall of next year.
The announcement comes after the Ohio-based grocery chain outlined its “Kroger Restock” initiative at an investor day last month.
The restock plan calls for $9 billion of capital investment over the next three years, as well as strategic alternatives for its convenience store chain, which could include a sale of those stores.
The announcement of the apparel line was part of the restock initiative.
In a statement, Robert Clark, Kroger’s senior vice president of merchandising, said, “This new [apparel] brand gives Kroger a chance to inspire and connect with our customers, offering effortless style every day — from elevated basics to fashionable highlights.”
“This new offering is on-trend, convenient, and right in line with our customers’ needs,” Clark added.
You’ll see the brand first roll out across Fred Meyer and Kroger Marketplace stores, which account for 300 locations nationwide, in late 2018.
Kroger described the line as “modern,” “playful” and “simple,” and there will initially be sizes for children, young men, juniors, men, and women. There will also be a focus on activewear, the company said.