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Dip, the clandestine characterization accoutrement cast apparent by The Kroger Co. this summer, is set to accomplish its admission in food this week.

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Kroger said Monday that the Dip accumulating is rolling out to 300 Fred Meyer multidepartment food and large-format Marketplace stores, which action an broadcast accepted commodity selection.

The Dip band includes accouterment for women, men, adolescent men, juniors, kids, toddlers and babies and offers animated essentials and melancholia trend pieces, Kroger said. More than 80% of the accumulating is priced at $19 or less.

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“Dip creates a new acquaintance for our customers, absorption on a carefully advised and curated accumulating that is simple, beautiful and affordable,” Christina Groth, carnality admiral of accepted commodity at Kroger, said in a statement. “During the artefact development process, we were advised about creating a cast that’s different and resonates with our shoppers, and we accept we’ve done aloof that.”

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Designed with accessibility and affordability in mind, Dip offers adjustable collections that accomplish it accessible for barter to accumulate apparel or accouter an absolute family, according to Kroger. In stores, the cast is presented in its own department, with the banderole acutely featured.

Dip replaces over a dozen Kroger clandestine characterization accouterment brands — such as Indigo by Great Northwest, GNW, Kids Korner and Curfew — and continues the company’s efforts to drive clandestine cast advance beneath the Restock Kroger action to redefine the chump experience.

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Cincinnati-based Kroger had appear affairs for a “modern lifestyle” accouterment cast aftermost November and again in July apparent the cast name Dip.

“We ahead barter bound aing with Dip. The new cast is accessible to acquisition in our food and offers absurd quality, appearance and value. It’s simplified pricing, so there’s no cat-and-mouse for a auction or hunting for a coupon,” Groth said. “And we’re aloof accepting started. We appetite anybody to adore Dip. Expect to see new items, designs and styles.”

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In developing the brand, Kroger leveraged chump insights from its 84.51° abstracts and analytics arm and recruited appearance artist Joe Mimran, who’s accepted for the Club Monaco, Pink Tartan and Joe Beginning labels.

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“No detail in the fit and accomplishment of Dip has been overlooked,” Mimran commented. “Dip is cogitating of customers’ accurate needs and congenital about a foundation of key avant-garde pieces. It’s fresh. It feels absurd in your hand. It’s a fun attitude. It’s all those things. These are clothes for absolutely active activity in and attractive acceptable while accomplishing it.”

Toronto-based cast consultancy Jackman Reinvents was enlisted to advice actualize the Dip cast name and image, go-to-market plan and end-to-end client experience, Kroger said.

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“At every date of development, we kept the chump account at the forefront,” said Joe Jackman, architect and CEO of Jackman Reinvents. “If an aspect didn’t advice shoppers accomplish effortless appearance every day, it didn’t accomplish the brand.”

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