Kroger, American Retail Company will launch its own clothing label named ‘Our Brands’ for both adults and children. A strategic move has been initiated to counter the rising competition from rivals such as Amazon and Walmart. The brand will hit the market by fall 2018.

Recently, Amazon also launched its clothing brand ‘Find’ while Walmart purchased menswear brand Bonobos for 310 million US Dollar.

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.

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, Kroger Merchandising Executive Robert Clark said. “The new (fashion) brand gives Kroger a chance to inspire and connect with our customers. This new offering is on-trend, convenient, and right in line with our customers’ needs,” he added.

Kroger, the supermarket chain has been witnessing stiff competition at its stores.

– Apparel and Textile News, Apparel Talk, Indian Apparel