LOS ANGELES — Joe Fresh and J.C. Penney Co. Inc. are giving shoppers here a preview of how the brand will look inside the retailer’s stores a week before it launches there with a pop-up open from today to Sunday.
The pop-up is meant to generate buzz for Joe Fresh’s introduction into Penney’s and familiarize West Coast consumers with a brand that they may see down the line in permanent standalone form. The Canadian brand, which is sold in about 350 locations in its home country, including 14 of its own stores, has only six units in the U.S. concentrated in New York and New Jersey, but Joe Fresh founder Joe Mimran has plans to spread retail to California.
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