US-based supercenter chain Meijer has launched its own fashion clothing line for working women.

Earlier this month, the company launched Ophelia Roe, a new clothing line, available in sizes small through 3x, to customers in each of its 241 stores.

Meijer Softlines group vice-president Annette Repasch said: “There is a nationwide dilemma where women are confused about what to wear at work because there’s a big difference between denim and donning a structured suit – and those aren’t necessarily the best options on a daily basis.

“We are so excited for our customers to embrace Ophelia Roe because this line is the perfect solution: it’s relevant, fashionable, unique and affordable. You can’t find it anywhere else.”

Newly launched Ophelia Roe line is said to be the first-of-its-kind at Meijer. It offers items to mix and match wardrobes, with more polished fabrics, and fashionable details, patterns and cuts.

“This line is the perfect solution: it’s relevant, fashionable, unique and affordable.”

The styles are said to rotate every eight weeks for the updated professional.

The company’s latest launch follows its announcement of a new “Shop and Scan” programme, which enables users to scan barcodes on items and decreases checkout time.

The Shop and Scan technology works with Meijer’s popular mPerks programme through a free app. Customers can download the app through the App store.

The retailer operates more than 240 supercentres and grocery stores across Michigan, Ohio, Indiana, Illinois, Kentucky, and Wisconsin.

Since 1934, Meijer expanded fresh produce and meat departments, as well as pharmacies, comprehensive apparel departments, pet departments, garden centres, toys, and electronics.