FASHION Magazine

There was a turning point in my level of cheese appreciation. I was living in Japan, where dairy options were limited at the time,  and one day, out of the blue, I got this craving for Canadian cheddar. It was then that I realized cheese wasn’t just a European thing and it didn’t have to be […]

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Today, Loblaw Companies Limited announced that it will expand Joe Fresh to 23 countries worldwide by way of partnership deals with three separate international firms. Fawaz A. Alhokair & Co., Retail Arabia International and Origin & Co., Ltd., will help bring Canada’s largest brand to Europe, the Middle East and Asia respectively. Not too shabby for a brand that started in the grocery aisles, eh? (We’ll just keep using that one forever.)

“These first international agreements signify an important milestone for Joe Fresh as we build on the strong foundation we’ve established at home in Canada. We continue to evolve the brand forward and I’m thrilled to see Joe Fresh grow into a global brand, developing on the success we have had in the United States since launching there in 2011,” says Joe Fresh creative director Joe Mimran via press release. The partnerships will ensure that Joe Fresh’s highly coveted brand of womenswear, menswear, kids clothing, accessories and beauty is adapted for the new markets, the first of which will be in the United Arab Emirates and Souel, South Korea, which will open flagships later this year.