Joe Fresh is Going Global
Loblaw Companies Limited ("Loblaw") and its affiliates, the owners of Joe Fresh , announced the signing of three separate partnership agreements that bring the brand into 23 new countries. The agreements cover key growth markets in the Middle East, North Africa, Europe and South Korea. The partnerships represent the first expansion for Joe Fresh beyond North America.
These initiatives transform one of Canada's leading fashion brands into a global retail presence, driven by the Joe Fresh signatures of accessible, modern style and compelling value. With its partners, Joe Fresh will offer comprehensive collections of men's, women's and children's apparel, in addition to Joe Fresh Beauty cosmetics, to a wide international audience.
"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 andI'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," said Joe Mimran, Creative Director of Joe Fresh.Mimran founded Joe Fresh in 2006 in partnership with Loblaw.
Today, Joe Fresh is available online, in more than 340 retail locations across Canada, in six freestanding stores in New York, including a flagship location on Fifth Avenue, and in over 650 J.C. Penney stores across the United States.
"In order to best tap these vibrant new markets, we have partnered with companies possessing deep local knowledge and wide expertise of the retail dynamics and consumer preferences in their respective geographies. Together, we are committed to bringing the Joe Fresh formula of sophisticated style and compelling value to a broad overseas audience. International markets are an important avenue of growth for Joe Fresh, combined with our own retail stores, in-store shops and burgeoning Canada e-commerce business," said Mario Grauso, chief operating officer of Joe Fresh Apparel Canada, an affiliate of Loblaw.
Grauso joined Joe Fresh in October 2013. A 20-plus year veteran of the fashion industry, Grauso was previously president of New York-based Vera Wang Group and president of Puig Fashion, parent company of Carolina Herrera, Nina Ricci and Paco Rabanne. Earlier in his career, Grauso held executive positions at Cline, Giorgio Armani, Escada and Calvin Klein.
The international agreements encompass the Joe Fresh women's, men's and children's lines, which offer apparel, activewear, sleepwear, accessories and footwear, in addition to the Joe Fresh Beauty cosmetics range.
Fawaz A. Alhokair & Co., based in Riyadh, Saudi Arabia, is the partner for the Joe Fresh expansion into 17 countries in the Middle East, North Africa and Europe including Saudi Arabia, Jordan, Lebanon, Egypt, Morocco, Algeria, Macedonia, Montenegro, Croatia, Bosnia, Kazakhstan, Azerbaijan, Georgia, Belarus, Armenia, Serbia and Spain. Under terms of the agreement, the company plans to open at least 96 stores by 2018 in those markets, including 40 in Saudi Arabia alone. The first stores scheduled to open are in Saudi Arabia by summer 2014.
"We welcome the opportunity to partner with Joe Fresh and to bring its unique design sensibility and exciting retail format to our customers. We believe this partnership has the potential to become the world's single largest retail franchise by leveraging our respective strengths and shared ambitions for sustained growth across multiple markets. Joe Fresh speaks to consumers' desires, throughout all countries in which we operate, for well-designed product with attractive value and fashion appeal," said Simon Marshall, CEO of Fawaz A. Alhokair & Co.
Retail Arabia International, based in Dubai, United Arab Emirates, is the partner for five countries in the Middle East including United Arab Emirates, Kuwait, Qatar, Bahrain, and Oman. The company plans to open at least 15 stores by 2018 including nine in the UAE. The first stores are slated to open in the UAE later this year.
"Joe Fresh is an exciting and important addition to our brand portfolio. We expect a strong response from consumers across all of our markets to its spirited designs and engaging store concept," said Nabil Daud, CEO of Retail Arabia International. The company operates stores in the region under partnered brands Oscar de la Renta, House of Fraser, David Morris, Hamleys and Pretty Ballerinas.
Origin & Co., Ltd., based on Seoul, South Korea, is the partner for South Korea. The company plans to open up to 30 Joe Fresh retail locations in high traffic shopping districts, malls and department stores over the next five years. One of the first units will open in the Lotte World Mall this spring. The company plans to open a flagship store in Seoul later this year.
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