ORANGE YOU GLAD TO SEE ME?: Orange is the signature color of Joe Fresh, a fact that can’t be missed by pedestrians crossing New York’s Times Square on Wednesday or today. It’s where Joe Fresh set up an “orange grove” to help launch its kids line into J.C. Penney stores.

Joe Fresh kids for the first time is being distributed exclusively to Penney’s stores, 700 in all, which could use the lift in light of the retailer’s difficult year. Apparel, accessories and footwear, for babies to size 16, are offered.

This story first appeared in the August 22, 2013 issue of WWD. Subscribe Today.

The orange grove features crates of oranges, fresh-squeezed juice, Popsicles, a digital phone booth that projected pictures on a Times Square billboard and displays of the merchandise being sold. All proceeds from the installation are being donated to Penney’s charity of the month, Penney’s stores this month also support the cause by enabling shoppers to round up their purchases to the nearest dollar. “The average donation is 30 cents,” said Bob Thacker, executive director of the virtual charity. “We’ve raised about $700,000 so far through Penney’s, but you know back-to-school is later and later every year so there’s more to come.”

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