Christina Groth, Kroger's VP of general merchandise, said the new customer experience will be focused on a "thoughtfully designed and curated collection that is simple, stylish and affordable."
"During the product development process, we were intentional about creating a brand that's unique and resonates with our shoppers—and we believe we've done just that," Groth said.
Mimran, who is creative director, said "no detail in the fit and finish of Dip has been overlooked," and that the line is "reflective of customers' true needs and built around a foundation of key modern pieces."
"It's fresh," he said. "It feels fantastic in your hand. It's a fun attitude. It's all those things. These are clothes for really living life in and looking good while doing it."
"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," Clark said. "Imagine grabbing a few groceries and then being able to dip over to the next aisle and finding your new favorite top or pants?"