Joe Fresh Put Loblaws in the Fashion Forefront

Canadian label Joe Fresh launched in 2006 and quickly developed a cult-like following. The collection’s unique positioning within Loblaws grocery stores definitely gives it an edge. At first, there were some raised eyebrows at the thought of picking up a pair of jeans from the same store that you buy tomato sauce, but that was quickly overcome by the fashionable yet very wearable pieces. Every season, the line is chock full of stylish, well-made pieces at amazing price points. Busy parents took advantage of being able to buy clothing for their tots on their grocery run. Across Canada, the line is now offered in over 300 Loblaws locations and 12 stand alone shops. Last year, Joe Fresh, led by its designer (and cofounder of Club Monaco) Joe Mimran, dipped a toe into the market south of the border by opening