Who owns Private Selection?
Private Selection is owned by Kroger (the United States, NYSE: KR).[1]
Evidence: The Kroger Co. Annual Report on Form 10-K filed 2026-03-31, SEC EDGAR, 31 March 2026. Verified from filings; last checked .
Key facts
- Current owner
- The Kroger Co. verified
- Owner HQ
- 🇺🇸 United States, Cincinnati, Ohio
- Origin
- 🇺🇸 United States
- Founded
- 1994
- Category
- Home, garden & DIY › Retailer own brands › Grocery own brands
- Parent ticker
- NYSE: KR
- Trademark registrant
- The Kroger Co. of Michigan (USPTO)
- Last verified
- · 2 sources
About Private Selection
Private Selection is Kroger's premium own label, covering cheeses, ready meals and ice cream at prices above the national brands rather than below them. Retailers use tiers like this to keep customers who would otherwise shop elsewhere for special occasions.
What Kroger's annual report says about Private Selection
Sentences about Private Selection from Kroger's latest annual filing[1], copied word for word.
Our Brands products are primarily produced and sold in three "tiers." Private Selection is our main premium quality brand, offering customers culinary foods and ingredients that deliver extraordinary eating experiences.
How often Kroger names Private Selection in its annual report
A plain count of the times the name appears in the text of each annual report, not counting the start of a sentence. A brand that an owner writes about more is usually one it treats as central.
Trademark record for Private Selection
The USPTO record for the Private Selection mark lists The Kroger Co. of Michigan as the owner of record (serial number 85004340). That name matches the owner named above.[2]
Ownership timeline of Private Selection
Where Private Selection sits in Kroger
Controlling ownership as of . Brands grouped under the entity that owns them; large groups are collapsed.
Open the full Kroger ownership tree →
See the full Kroger brand portfolio (22) →
Other brands owned by Kroger
Kroger controls 22 brands on Brandtree, 3 of them in home, garden & diy.
Also in home, garden & diy
- Kroger (1883)
- Simple Truth (2012)
Other brands in grocery own brands, and who owns them
The 170 brands in grocery own brands on Brandtree belong to 55 owners. The largest is Cencosud, with 12; Kroger has 3.
| Brand | Owner | Owner based in |
|---|---|---|
| Bretas | Cencosud | 🇨🇱 Chile |
| Lucerne | Albertsons | 🇺🇸 United States |
| City Gross | Axfood | 🇸🇪 Sweden |
| Chalo | Empire | 🇨🇦 Canada |
| Checkers | Shoprite Group | 🇿🇦 South Africa |
| Amanhecer | Jerónimo Martins | 🇵🇹 Portugal |
| K-Citymarket | Kesko | 🇫🇮 Finland |
| Farmer's Market | Loblaw | 🇨🇦 Canada |
About the owner: Kroger
Kroger is a publicly listed company headquartered in Cincinnati, Ohio, United States, founded in 1883. Brandtree records 22 brands under its control, and it is listed as NYSE: KR.
Kroger is the largest supermarket operator in the United States, founded in Cincinnati in 1883. Its proposed merger with Albertsons was blocked by American courts in 2024, which left it dependent on its own brands rather than on scale from acquisition.
🇺🇸 Private Selection and other American brands
Brandtree records a controlling owner for 2,549 brands that began in the United States. 478 of them (19%) are now controlled by a company headquartered in another country; Private Selection is not one of them.
- 3 Day Blinds — Hunter Douglas 🇳🇱
- 7-Eleven — Seven & i 🇯🇵
- AMES — Griffon 🇺🇸
- AZEK Exteriors — James Hardie 🇮🇪
- Alamo Cement — Buzzi 🇮🇹
- American Olean — Mohawk 🇺🇸
Frequently asked questions
Who is the parent company of Private Selection?
The parent company of Private Selection is Kroger, a publicly listed company headquartered in the United States.
Is Private Selection American?
Yes. Private Selection originated in the United States in 1994 and its owner, Kroger, is also headquartered in the United States.
Is Private Selection still owned by Kroger?
Yes. As of 11 October 2026, Private Selection is still owned by Kroger. The ownership record was last checked against primary sources on that date.
Sources (2) & corrections
Last verified . Every ownership fact above is backed by one of these primary documents. Numbers in brackets in the text refer to this list.
- [1] The Kroger Co. Annual Report on Form 10-K filed 2026-03-31 — SEC EDGAR, SEC Form 10-K, published 31 March 2026; retrieved 16 September 2026.
- [2] USPTO: PRIVATE SELECTION, serial 85004340 — United States Patent and Trademark Office, Trademark registry; retrieved 9 October 2026.
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