Joe Fresh
Loblaw Companies · Canada
Joe Fresh is a Canadian affordable apparel brand launched in 2006 for Loblaw Companies, the grocery group that owns it. It was created by designer Joe Mimran and sold first in Loblaw supermarkets before expanding to stand-alone stores.
| Founded | 2006 |
|---|---|
| Founder / designer | Joe Mimran |
| Owner | Loblaw Companies Limited |
| Headquarters | Toronto, Canada (as stated in the source) |
| Segment | Mass market and fast fashion |
| Website | joefresh.com |
What is Joe Fresh?
Joe Fresh is a Canadian fashion label offering adult and children's apparel, footwear, handbags, jewellery, accessories, beauty products and bath items at low prices. It is owned by Loblaw Companies Limited.
History
The brand was launched in 2006 as a fashion line for Loblaw. Its designer is Joe Mimran, a co-founder of Club Monaco who is also associated with Alfred Sung. It was first placed in the apparel sections of Real Canadian Superstore and Atlantic Superstore supermarkets. The first stand-alone store opened in Vancouver in 2010.
Products and positioning
Joe Fresh competes in the value segment with simple, colourful basics for the whole family, sold at the point where customers already buy groceries.
Business model and distribution
- In-store shops: apparel sections inside Loblaw supermarkets, the original channel.
- Stand-alone stores: the first opened in Vancouver in 2010, and the brand also had US stores and pop-ups in the New York area. The Fifth Avenue flagship closed in 2015.
- Partnership: a distribution agreement with JCPenney ran from 2013 and was not renewed, expiring on 30 January 2016.
- Online: e-commerce also forms part of the offer.
Rana Plaza
Garments for Joe Fresh were among those made in the Rana Plaza building in Bangladesh, which collapsed on 24 April 2013, killing at least 1,127 people. Loblaw offered victims three months' pay plus long-term compensation and set up a 3 million dollar trust, and a class action was filed against the company in 2015. The source reviewed covers developments to about 2015.
Why it matters
Joe Fresh is a well-known example of a supermarket-owned fashion brand and of the supply chain accountability debate that followed Rana Plaza.
Frequently asked questions
Who owns Joe Fresh?
Joe Fresh is owned by Loblaw Companies Limited, the Canadian grocery and retail group. The brand launched as a fashion line for Loblaw in 2006.
Where is Joe Fresh from?
Joe Fresh is from Canada. It was created in 2006 by designer Joe Mimran for Loblaw and is associated with Toronto.