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Meijer Continues Its Makeover with Restyled Massini Line

The fresh and contemporary redesign Meijer began rolling out in its stores earlier this year is reverberated in its stylish apparel collections offered for fall.

The Midwest retailer revealed a new image for its popular women’s line Massini, including a look book chock-full of cozy autumnal outfits spanning sweater tunics and leopard printed leggings to boots and infinity scarves. The head-to-toe merchandising approach is part of Meijer’s new online and in-store initiative to help shoppers plan outfits and build versatile wardrobes.

Massini, available in all of the retailer’s 213 stores, has become an established Meijer brand. Lynn Hempe, Meijer group vice president of softlines, described the Massini customer as “one that is contemporary and still thinks young.” Newly added faux fur vests, sleek knee boots and handbags with chunky hardware are expected to speak to that consumer.

For over a year, Meijer buyers have been working closely with New York-based apparel designers to restyle the label. The company focused on pieces that go from work to weekend in a neutral color palette of black, gray and camel. Hints of teal, purple and animal print are peppered throughout the range.

Hempe noted, “Our challenge was to be fashion forward with good quality, but stay at our affordable Meijer price points. We were able to do that.” Retail prices start at $8 for apparel and move upward to $60 for boots. Expect to see the label’s trendy makeover to carry into holiday.