After much build up, an unprecedented and unsuccessful launch into JC Penney and the opening on flagship stores in New York City Canadian retailer The Loblaw Cos. Has shuttered the last remaining Joe Fresh store in the trendy neighborhood of Soho. At its height in 2013, the Loblaw private brand Joe Fresh had six stores in New York City and distribution deal in nearly 700 JC Penney stores.

“We’ve wound down our Soho store as we re-evaluate our strategy for the market,” Kevin Groh, Loblaw spokesman, said in a statement. “Overall, the Joe Fresh brand is strong and growing, with a number of positive developments.”

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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.