Tag Archives: Company

Kroger launches its very own fashion line

With other large supermarkets, such as Amazon and Wal-Mart, expanding their target audience with its own apparel, Kroger, the largest US supermarket chain, decides its time for them to jump on the experiment. Kroger is said to be planning on releasing the clothing line in fall 2018.

The launch of the apparel line is set to make the collection available in 300 stores, including the Fred Meyer and Kroger Marketplace locations. The US supermarket says it will be “playful, simple, and uplifting”.

The collection is set to sell “modern lifestyle” clothes that are intended for kids and adults.  The fashion line will be called “Our Brands”. The line will focus on activewear and basic essentials. Kroger’s says they are “clothes to truly live life in, and look good doing it.”

Robert Clark, the vice president of merchandising, said, according to a statement released, the brand “gives Kroger a chance to inspire and connect with our customers, offering effortless style every day.”

“This launch of Our Brands fashion will re-invigorate Kroger’s apparel line,” Robert Clark said in Friday’s release. “We will be able to serve our customers across the country, the inspiration they are looking for, which translates into an immense opportunity for growth in sales, share, and loyalty.”

Competition has become even more intense since Amazon.com Inc has started to expand into Kroger territory forcing the brand to find new ideas to keep up to date. It is said that most new Whole Foods customers were once former Kroger loyalist. This increase began after Amazon took over Whole Foods. Even European grocers like Aldi and Lidl plan to open more stores in the United States which will add even more pressure to supermarket chains that are affiliated with Amazon. Lidl itself has launched an exclusive line with celebrity designer Heidi Klum that will more than likely expand Lidl even more across the United States than it already has begun to.

Kroger has already been under enough pressure giving the fact that share values have dropped almost 40 percent this year. But the shares climbed 2 percent after this clothing apparel was announced. Food deflation and discounts has made the sales decrease and the profit margins to be almost nonexistent.

Opening their own clothing line could be the boost Kroger needs. Private labels have sometimes proven to be a money maker. A report on October 27 on Investor’s Business Daily addressed the private label trend, calling it “a bounty waiting to be innocently discovered online as modern shoppers ditch old-school name brands and seek out stuff that’s cool but cheap.” The fashion line is part of the company’s “Restock Kroger” plan.

“As part of our Restock Kroger Plan, having Our Brands be a strong, vibrant growth vehicle for Kroger is a top strategic priority,” said company spokeswoman Kari Armbruster.

Kroger is investing into more technology as more and more shoppers are doing their purchases online. The company has even opened up a restaurant as well. Kroger is even considering selling their convenience stores that generate around $4 billion in sales.

Kroger soon might be the go-to place for your daily groceries and clothes for your average days of the week.

UNTUCKit set to open first New Jersey store

Untucked shirts have become a growing trend among the fashion world but one entrepreneur took the style to a different level. Chris Riccobono is the founder of UNTUCKit and has recently opened his first ever New Jersey store this past Wednesday at the Mall of Short Hills. The new store will be his 18th store for the brand that was created in 2011.

Riccobono went to Don Bosco Prep in Ramsey where wearing your shirt untucked got you a detention. Riccobono now has the chance to wear his shirt untucked everywhere he goes. He’s turned the subtle fashion style into his fast-growing brand.

UNTUCKit got going as an e-commerce brand, selling shirts that were specifically designed to be untucked. Now 7 years later the brand has branched out sweater, shoes, and shorts. The fashion brand has even included a women’s line also sporting the untucked style shirts. Riccobono plans to even add a kid’s line come November 2. All the shirts range from $68 and $98.

After Riccobono went through all his schooling, Don Bosco in 1997, Providence College in 2001, and then Columbia University in 2007, he felt the need to start a business that sold quality shirts that are the perfect length to be left untucked. He says, “getting the right length is the key to a good-looking untucked shirt”.

Riccobono and co-founder Aaron Sanandres are riding the wave of the casual trend in menswear. Tim Bess, a men’s fashion trend analyst for the Doneger Group believes the brand came at a perfect time.  “we’re definitely in a comfort-driven cycle in fashion right now, and there’s nothing more comfortable than having your shirt untucked.” Bess says.

Riccobono believes that most of their sales will continue to come from online shoppers, however, he believes physical stores can push the brand to the next level.

“we’ll always stay e-comm focused – that will always be 80-plus percent of our business”, he continues, “But in order to grow to where we want to be, which is a billion-dollar brand, you need to be in brick-and-mortar”. “there are a lot of men who won’t buy without touching or feeling the product.” Riccobono says.

Brick-and-mortar stores for UNTUCKit will reach out to a wider audience for the brand and can provide a place for the company to test the response of consumers to some of their new products. According to Marshal Cohen, chief retail industry analyst for the NPD group, he believes that UNTUCKit is doing well because they are “building the product the way the consumer wants it”.

UNTUCKit stores range from 1,200 to 1,500 square feet. So far, the brand has stores in places like Soho and even at some of the biggest malls like King of Prussia and Mall of America. Three more stores are scheduled to be introduced next month in Manhattan. The company plans to have around 25 stores by the end of the year and even plan to go international like Canada or England.

Untucked shirts have become a growing trend in the past couple years that even other companies are trying to sell their own design. Amazon.com, for example, has a “No Tuck” category in their men’s catalog. Riccobono says the competition doesn’t worry him, because of the aggressive marketing he’s had since creating the brand. He’s done ads across all platforms to take the lead in the growing market. Riccobono states, “we’ve become the authority in how to wear the shirt untucked”.