Kroger 2008 Annual Report Download - page 10

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The Kroger Co. Page 9
Multi-Department Stores
Our multi-department stores operate under the “Fred Meyer” banner in the
Pacific Northwest and Alaska. Averaging over 150,000 square feet, most
Fred Meyer stores are significantly larger than our combo stores. Multi-
department stores opened during the last two years required an average
investment of $28 million, including real estate.
Fred Meyer is unique. No other store in the world is exactly like this format.
It is not a big box store, hypermarket, supercenter, warehouse store,
discounter, or department store. It is a collection of several specialty stores
under one roof:
Food: Grocery, Natural Choices, F.G. Meyer Meat Market, Fish Market,
Produce Market, Deli, Bakery, Wine, and Drug Store.
Apparel: Men‟s, Women‟s, Juniors, Young Men‟s, Shoes, Children‟s.
Home: Home and Kitchen, Bed and Bath, Furniture, Hardware and
Paint, Garden Variety, Sporting Goods, Automotive, and Toys.
Several locations offer fine jewelry and fuel. Customers tell us that Fred
Meyer stores are different from other formats because they are full of
variety and are more convenient.
Fred Meyer stores are further differentiated from many competitors by a
famous brand strategy, including: adidas®, Apple®, Ashley®, Canon®,
Carhartt®, Columbia Sportswear®, Dockers®, Jockey®, KitchenAid®, Krups®,
Levi‟s®, Nike®, Nikon®, Panasonic®, Skechers®, and Sony®.