Kroger will introduce its private label brands to international customers for the first time through a deal with Alibaba Group's Tmall Global platform. The online store test will start with select natural and organic items from its Simple Truth brand. Simple Truth is the second-largest brand sold in Kroger stores since its launch five years ago, and reached $2 billion in annual sales in 2018.
Alibaba's Tmall Global platform is China's largest business-to-consumer marketplace. Launched in 2014, it provides brands and retailers without operations in China the opportunity to build a virtual storefront and ship products in China. Kroger's international e-commerce expansion is a strategic move to support the company's Restock Kroger initiative.
Related: Kroger Launches Ship Delivery Service; Kroger to Partner With Self-Driving Vehicle Company.
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