Meijer adds Neff to its store bringing the label to the Midwest

Meijer just added another iconic brand to its diverse portfolio. The Michigan-based retailer its expanding its selection of apparel by added surf and skate wear label Neff to its stores.

The partnership was announced Thursday, March 29, confirming that Neff would now be available almost immediately in most Meijer stores. According to a press release from the company, the label also launched a special collection including graphic tees, tanks, and shorts. The line will roll out officially to all stores by fall 2018.

"We are excited to bring NEFF to Meijer because the brand celebrates fun and individuality," Shawn T. Colley, divisional merchandising manager of men's apparel and team sports for Meijer, said in a press release. "We believe our customers will appreciate the quality and depth of the NEFF assortment. The brand offers many styles and looks that will enable them to be relevant and authentic. We are extremely pleased with the initial success of the brand."

The partnership also allows for Neff to move into new territories. As a Southern California-based brand, the collaboration now lets Neff expand into the Midwest among Meijer's various locations. The company currently operates 235 super centers and grocery stores throughout Kentucky, Wisconsin, Michigan, Ohio, Indiana and more. The shopping concept includes apparel departments along garden centers and electronic offerings. In bringing on Neff, it seems the company is putting more of an emphasis on bringing in stylish fashion.

"This is an amazing opportunity for NEFF," John Lee, vice president of marketing for NEFF, said in a statement. "We created a collection for Meijer that allows us to deliver our 'Forever Fun' anthem as a point of difference to the regions that Meijer penetrates."