dip

Kroger’s apparel offering was cluttered with too many brands lacking a clear point of view. To simplify the shopping experience and establish style credibility, they partnered with Joe Mimran (founder of Club Monaco and Joe Fresh) and business reinvention consultancy Jackman. Together, they reimagined not just the collection, but the entire brand name, identity, and retail experience—ensuring it seamlessly fit alongside food and general merchandise. One new brand, Dip, replaced dozens, bringing clarity and cohesion to Kroger’s apparel strategy.

The transformation rolled out across dozens of U.S. locations and store formats. At Kroger Marketplaces, Dip occupied an average of 4,000 square feet per location, covering 80% of the apparel space. At Fred Meyer, Dip expanded to 7,500 square feet, taking up 30% of the total apparel space.