Loblaw’s Joe Fresh Sees Big Things Ahead in U.S.
Most of the U.S./Canada retail news recently has been about chains from this side of the border looking northward to expand. But now comes word that Loblaw’s Joe Fresh clothing chain is opening stores in New York City and the surrounding area.
"U.S. shoppers got the first taste of our fabulous style, quality and price at the Hamptons shop this past summer," said Joe Mimran, creative director, Apparel, Home and Entertainment for Loblaw, in a press release. "The response to the brand in the United States so far has been extraordinary and now we’re excited to be bringing our full range of fashion to one of the most vibrant cities in the world."
Six new locations, including two pop-up Joe Fresh holiday shops, are getting set to open. The Joe Fresh brand has grown into a $1 billion (Canadian) brand since it was first launched in 2006. Mr. Mimran sees Joe Fresh eventually opening up to 800 stores across the U.S.
According to Loblaw, the first two permanent Joe Fresh stores will open in Bridgewater Commons in Bridgewater, NJ and Roosevelt Field in Garden City, NY this month. A 9,800 square foot store in Manhattan’s Flatiron district is slated to open next month. The brand’s first flagship store in the U.S, will open next spring in Midtown Manhattan at Fifth Avenue and 43rd Street. The two Joe Fresh Holiday pop-up locations opening this month in Manhattan will offer more edited selections.
The permanent stores will offer clothing for both men and women (Bridgewater will also have kids’ fashions). The Joe Fresh brand specializes in stylish clothing at affordable prices. The company listed items among its fall fashion standouts including: $4 nail polish in shades such as Khaki, Pumpkin, and Teal; denim for men, women and kids ($14-$59); and brightly coloured neoprene jackets for women ($99).
Elle decribed Joe Fresh as "a bit culty" with styles that range from "peppy, nicely made, current-but-not-runway-slavish sportswear" to "avant-garde signature pieces."
Howard Davidovitz, chairman of Davidowitz & Associates, said Mr. Mimran’s experience with the Club Monaco brand in the U.S., later sold to Ralph Lauren, should benefit Joe Fresh.
"It’s not nearly as risky for someone who has gone through and dealt with all of the issues. He’s done it and done it successfully," Mr. Davidovitz told The Globe and Mail. "I think he’s got an above-average chance to be successful, more than 50 percent, and that’s pretty good."
- The Joe Fresh Brand Announces More U.S. Stores – Joe Fresh
- Joseph Mimran’s American Invasion – Elle
- Loblaw’s Joe Fresh enters cutthroat U.S. market – The Globe and Mail
Discussion Questions: What will it take for Joe Fresh to make it in the U.S.? Will Joe Mimran’s experience with Club Monaco increase Joe Fresh’s chances for success?