Spooked by Amazon, grocery store chain turns to … yoga pants?

Shoppers will soon be able to fill carts with yogurt and yoga pants at America’s largest supermarket chain.

Kroger said Friday that it’s launching its own clothing line at around 300 of its stores next fall. The brand will encompass basic items for children and adults with a particular focus on activewear.

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“This new offering is on-trend, convenient, and right in line with our customers’ needs,” Kroger senior vice president of merchandising Robert Clark said in a statement.

While the grocer has long stocked third-party apparel at its Fred Meyer stores in the Pacific Northwest, the move will mark the first time it’s done so under its own name. At least for now, the new line is only slated to appear in those stores and its Walmart-like Marketplace locations rather than its straightforward supermarkets. Read more…

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