In the wake of Canadian victories in the athletic arena in Sochi, let’s pause to recognize another achievement deserving of national pride. Joe Fresh, our fast fashion source, a fashion mainstay in Canada since 2006, announced today that the brand will be expanding to 23 countries worldwide. Prepare to share Joe with the world!
Following major American expansion in 2011 largely through a partnership with J.C. Penney, over the next five years, JoeFresh will open stores in the Middle East, North Africa, Europe and South Korea. That familiar shade of orange will, for the first time, reach a global customer.
And to think, Joe Fresh began as a supermarket label. But 5th Avenue flagship and all, the company hasn’t lost touch with its roots. In fact, it’s now using that very history to grow. “These first international agreements signify an important milestone for Joe Fresh as we build on the strong foundation we’ve established in Canada,” said Joe Mimran, the Toronto-based founder and creative director of the label, in a press release.
This grand future will be brought into sharp focus next month when Mimran shows his fall 2014 collection on the runway at World MasterCard Fashion Week in Toronto. With more than 140 international stores in the planning stages, it will be both gratifying and exciting to see Joe Fresh on its home turf.