Canada’s Joe Fresh Brand Lands in New York

The first of two pop-up stores coming to Manhattan opens today on Madison Avenue.

FRESH FASHION: Joe Fresh, an apparel brand sold in Canadian supermarkets, is giving New Yorkers a preview of its youthful designs tomorrow. A temporary store at 1055 Madison Avenue features an edited assortment of key items from the holiday collection, including colored cashmere, priced from $69 to $99, and pieces from the Joe Fresh runway collection. Another pop-up will open Oct. 27 at 215 West 34th Street near Seventh Avenue, offering a range of apparel, activewear and accessories.

The first two permanent Joe Fresh stores in the U.S. will open this month at Bridgewater Commons in Bridgewater, N.J., (Oct. 13) and the Roosevelt Field Mall in Garden City, N.Y. (Oct. 20). A 9,800-square-foot unit will bow Nov. 3 at 110 Fifth Avenue in the Flatiron District. Joe Fresh’s 18,000-square-foot U.S. flagship is scheduled to open in the spring at 510 Fifth Avenue at 43rd Street. The value-driven Joe Fresh brand is owned by the supermarket chain Loblaw. Joe Fresh was created by Joseph Mimran, who launched Club Monaco in 1985 and sold it to Polo Ralph Lauren in 1999.

This story first appeared in the October 5, 2011 issue of WWD.  Subscribe Today.

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