Kroger Co. is moving beyond the clothes it currently sells in some stores to start its own line of apparel as it seeks to diversify beyond just groceries. (PHOTO: KROGER CO.)

Kroger Co. is moving beyond the clothes it currently sells in some stores to start its own line of apparel as it seeks to diversify beyond just groceries. (PHOTO: KROGER CO.)

Supermarket chain will sell new apparel brand next fall at about 300 Fred Meyer, Kroger Marketplace stores

Kroger Co. will soon introduce racks of blouses alongside aisles of beans and broccoli.

The nation’s largest supermarket chain said Friday that it will begin selling a new apparel brand next fall at around 300 Fred Meyer and Kroger Marketplace stores. The line will span clothing for children through adults, and feature “elevated basics” with a focus on active wear, Kroger said.

Kroger has sold clothes at Fred Meyer stores in the Pacific Northwest and at Marketplace-branded locations in the past, but the release of its own clothing line comes as part of a major push to add more profitable store brands throughout its hundreds of stores. The company has added many private label products in recent years, but most have been food and a move to sell more Kroger-branded clothing could help Kroger compete with retailers like Wal-Mart Stores Inc., the nation’s largest food seller.

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SOURCE: Heather Haddon 
The Wall Street Journal