Kroger launches Bromley's for Men

The Kroger Company has announced the introduction of Bromley’s for Men shaving and grooming products now available exclusively at Kroger’s.

"Bromley's For Men offers a complete, customizable grooming experience because Kroger knows it shouldn't be complicated or expensive," says Robert Clark, senior vice president of merchandising. "This new Our Brands product expands our personal care business while simplifying men's shaving and grooming.”

The launch of Bromley’s creates a quality collection, offering premium razors and replaceable blades, shaving accessories and skincare for men.

The Our Brands team at Kroger’s led the development and design of Bromley’s, along with skincare experts. The collection includes: pre-shave prep wash exfoliator, charcoal infused daily cleanser, velvety shave cream, post-shave balm, and a daily moisturizer.

"Our customers continue to tell us how much they love Our Brands. In 2017, Our Brands achieved its highest-ever unit share and reached $20.9 billion in total sales," adds Clark. "Bromley's For Men is a collection that's simple, affordable, and accessible—it will disrupt the men's shaving and grooming category."

According to a nationwide trial, 88 percent of participants said the Bromley's razor provided a smoother shave compared to their current razor, and 80 percent said they would purchase the product.