Joe Fresh and ALDO Announce Partnership

Loblaw and its private brand Joe Fresh announced late last week the signing of a global license agreement with the ALDO Group for the design, production and distribution of footwear under the Joe Fresh brand.

The agreement encompasses women’s, men’s and kids’ footwear collections, with the first Joe Fresh products from the ALDO Group launching in Spring 2016. Joe Fresh and the ALDO Group will collaborate closely to deliver footwear that fulfills the Joe Fresh promise of accessible, modern style with exceptional value.

“Collaborating with a leading Canadian footwear maker affords us the opportunity to create an expanded shoe assortment with all the style, quality and value customers expect from Joe Fresh. The ALDO Group’s best-in-class expertise in the category will bring a new level of design, production and distribution to this rapidly growing segment of the Joe Fresh business. We see powerful growth opportunities in footwear for both new and existing channels of Joe Fresh distribution,” said Mario Grauso, President of Joe Fresh.

“We are thrilled to be the exclusive footwear supplier to such an exciting and dynamic brand like Joe Fresh,” says Nicholas F. Martire, Vice-President of ALDO Product Services. “APS will have a team dedicated to the design, development and direct sourcing all of the footwear for Joe Fresh globally. By leveraging the ALDO Group’s 40+ years of experience in footwear, APS will be able to help Joe Fresh bring to life their global strategy and vision”.

This new initiative will accelerate growth of the Joe Fresh footwear business in its freestanding stores, grocery locations, e-commerce sites, wholesale and international businesses. Joe Fresh shops within top Loblaw locations will undergo a large-scale redesign and renovation later this year, and will launch new dedicated zones for women’s, men’s and children’s footwear.

The expanded footwear assortments are a key element to the growing lifestyle offerings from Joe Fresh, which include apparel, accessories, intimates, eyewear, color cosmetics and skincare products.