American retail company Kroger has initiated a strategic move to counter the rising competition from rivals such as Amazon and Walmart.
The retailer has announced to launch its own clothing label named “Our Brands” for both children and adults.
Amazon also launched its clothing brand ‘Find’ recently while Walmart purchased menswear brand Bonobos for US $ 310 million.
The new lifestyle apparel brand by Kroger will hit the market by fall 2018.
The debut collection will be available for sale at 300 of the retailer’s Fred Meyer department stores and Marketplace superstore locations. Further details of the clothing line are yet to be revealed.
According to Kroger Merchandising Executive Robert Clark, the launch of fashion brand will help the company stimulate its apparel sales. The company has been selling apparels of more than a dozen third-party brands for years.
“The new (fashion) 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,” he added.
Kroger, the supermarket chain has been witnessing a tough time for quite some time due to the declining grocery (its key business) prices. Stiff competition has affected footfall at its stores.
The Cincinnati-based retailer operates over 2,700 stores under different banners in 35 US states.
