Joe Fresh Invades NYC

Canadian retailer Loblaw’s continues the expansion of its Joe Fresh clothing Private Brand in the US with the opening of a summer store in East Hampton, N.Y. This follows the opening of the U.S. flagship Joe Fresh store in New York City opened at the corner of Fifth Avenue and 43rd Street, near the New York Public Library and Bryant Park.

Joe Fresh, which debuted lines for men and women in early 2006, was conceived by Joe Mimran, who developed the line for Loblaw after the successful sale of his Canadian apparel and design powerhouse Club Monaco to Polo Ralph Lauren. In 2007, Joe Fresh added sleepwear, lingerie and children’s clothing, and quickly became the top seller of kids’ clothing in the country. In 2009, Joe Fresh branched into bath and cosmetics products.

The summer, pop-up location will be in operation until Labor Day, ahead of Joe Fresh opening four permanent locations in New Jersey, New York, Connecticut and this fall.

The company announced on Tuesday that it will open four more stand-alone stores in Canada: one in Brossard, Que., in early September and three additional locations in the Toronto area.

“These four new locations will help us reach our goal to open 20 stand-alone stores in Canada over the next couple years,” said Joseph Mimran of Joseph Mimran & Associates, creative director, apparel, home and entertainment for Loblaw Companies Limited.

The outlet at Golden Mile Shopping Centre in Toronto’s east end is scheduled to open at the end of the month. The new downtown stores at Queen West and Portland streets and Carlton and Church streets are scheduled to open in the fall.


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Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.