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.”