Kroger is launching a new shaving and grooming collection, Bromley’s For Men. Available exclusively at Kroger’s, the packaging includes sleek black tubes.

The line is available exclusively in Kroger’s Family of Stores and through its delivery and curbside pickup services.

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

Kroger’s Team Led Development & Design

Kroger’s “Our Brands” team led the development and design of Bromley’s, in partnership with skincare experts.

The collection features premium razors and replaceable blades, shaving accessories, and skincare. The product line-up includes a pre-shave prep wash exfoliator; charcoal-infused daily cleanser; a velvety shave cream and a post-shave balm.

Clark adds, “Our customers continue to tell us how much they love ‘Our Brands.’ In 2017 we achieved our highest-ever unit share and reached $20.9 billion in total sales.”

Clark adds, “Bromley’s For Men is a collection that’s simple, affordable, and accessible—it will disrupt the men’s shaving and grooming category.”