This Is Joe Fresh, The Brand That May Be JCPenney's Final Lifeline
Joe Fresh was launched by designer Joe Mimran in 2006.
![This Is Joe Fresh, The Brand That May Be JCPenney's Final Lifeline](/_next/image?url=https%3A%2F%2Fstaticbiassets.in%2Fthumb%2Fmsid-21256377%2Cwidth-700%2Cheight-525%2Cimgsize-315254%2Fjoe-fresh-was-launched-by-designer-joe-mimran-in-2006-.jpg&w=3840&q=75)
Mimran founded Joe Fresh as a more affordable brand that would be sold in Canadian supermarkets.
![Mimran founded Joe Fresh as a more affordable brand that would be sold in Canadian supermarkets.](https://staticbiassets.in/thumb/msid-21256378,width-700,height-525,imgsize-28082/mimran-founded-joe-fresh-as-a-more-affordable-brand-that-would-be-sold-in-canadian-supermarkets-.jpg)
It was formed under Loblaw Companies Limited as a way to compete with Wal-Mart's increasing Canadian presence. And essentially, Joe Fresh was selling its frocks next to food.
Within a few years, Joe Fresh had multiplied into 330 locations throughout Canada and featured men's and women's clothing items from pants to purses.
The brand is named after the designer himself. And the Fresh is "a nod to groceries."
Mimran was also behind the launch of the Club Monaco brand.
![Mimran was also behind the launch of the Club Monaco brand.](https://staticbiassets.in/thumb/msid-21256379,width-700,height-525,imgsize-142061/mimran-was-also-behind-the-launch-of-the-club-monaco-brand-.jpg)
Mimran, who was born in Monaco, was inspired to develop the line after he could not find a plain white t-shirt he liked.
The brand, known for providing "affordable luxury with a modern sensibility," is headquartered in New York City and has more than 140 worldwide locations, including stores in Belgium, Singapore and the UK.
Joe Fresh was an instant success.
![Joe Fresh was an instant success.](https://staticbiassets.in/thumb/msid-21256382,width-700,height-525,imgsize-27043/joe-fresh-was-an-instant-success-.jpg)
The brand quickly added items like sleepwear and children's clothing to its line.
In recent years, Joe Fresh designed the usher's outfits for the Vancouver Olympics and the Scout Canada uniforms, and had a clothing partnership with Barbie.
In late 2011, Joe Fresh made the jump into the U.S.
![In late 2011, Joe Fresh made the jump into the U.S.](https://staticbiassets.in/thumb/msid-21256384,width-700,height-525,imgsize-330900/in-late-2011-joe-fresh-made-the-jump-into-the-u-s-.jpg)
The company has a Fifth Avenue storefront, as well as five other stores in New York, New Jersey and Long Island.
When asked if the company might expand to Los Angeles soon, Mimran quoted another famous Canadian, Justin Bieber: "Never say never."
Mimran hopes to open up 30 to 50 more standalone U.S. shops.
![Mimran hopes to open up 30 to 50 more standalone U.S. shops.](https://staticbiassets.in/thumb/msid-21256385,width-700,height-525,imgsize-215116/mimran-hopes-to-open-up-30-to-50-more-standalone-u-s-shops-.jpg)
With the new JCPenney deal, the company has scaled back the number of standalone shops Mimran had originally anticipated in the U.S.
The company's price point is a rival to mass brands like H&M and UNIQLO.
![The company](https://staticbiassets.in/thumb/msid-21256386,width-700,height-525,imgsize-80401/the-companys-price-point-is-a-rival-to-mass-brands-like-hm-and-uniqlo-.jpg)
This spring, Joe Fresh's women's shorts are going for $29 and men's tees are running for $12.
They keep prices low by eliminating wholesale costs. Mimran told Racked: "It's all about touching and feeling the garments and having a relationship with the factories so you can tease out of them the kind of quality that you want."
They also have a few higher-priced items to lure in the luxury crowd.
![They also have a few higher-priced items to lure in the luxury crowd.](https://staticbiassets.in/thumb/msid-21256387,width-700,height-525,imgsize-107410/they-also-have-a-few-higher-priced-items-to-lure-in-the-luxury-crowd-.jpg)
This season, a seafoam leather school bag is going for $99 and a men's navy blazer for $189.
Joe Fresh's women's collection touts tops, pants, skirts, dresses, activewear, outerwear and accessories.
![Joe Fresh](https://staticbiassets.in/thumb/msid-21256388,width-700,height-525,imgsize-365930/joe-freshs-womens-collection-touts-tops-pants-skirts-dresses-activewear-outerwear-and-accessories-.jpg)
Its latest collection features an array of apparel in black and white prints. That means a lot of neutrals with stripes, flowers and patterns.
The company's men's collection features tops, pants, shorts and outerwear.
![The company](https://staticbiassets.in/thumb/msid-21256389,width-700,height-525,imgsize-247770/the-companys-mens-collection-features-tops-pants-shorts-and-outerwear-.jpg)
Joe Fresh currently offers men's slim jeans and chinos for $39. Classic polo shirts in bright spring colors are going for $12.
A younger line has products for babies, toddlers and kids.
![A younger line has products for babies, toddlers and kids.](https://staticbiassets.in/thumb/msid-21256390,width-700,height-525,imgsize-420047/a-younger-line-has-products-for-babies-toddlers-and-kids-.jpg)
That includes printed tunics, tees and dresses for girls, and sweatshirts, polos and shorts for boys.
The baby collection has a range of onesies and bodysuits.
Plus, there's a beauty line.
![Plus, there](https://staticbiassets.in/thumb/msid-21256391,width-700,height-525,imgsize-433928/plus-theres-a-beauty-line-.jpg)
Joe Fresh also sells lip gloss, bronzers, blush, nail polish and eye shadow.
Its latest tagline is, "Fresh style. Fresh price."
![Its latest tagline is, "Fresh style. Fresh price."](https://staticbiassets.in/thumb/msid-21256392,width-700,height-525,imgsize-446068/its-latest-tagline-is-fresh-style-fresh-price-.jpg)
A New York ad campaign also featured the line: "Irresistible fashion for everyone. Affordable fashion for anyone."
"What is Joe Fresh? It’s a lifestyle," explained Brian Sozzi, chief equities analyst at NBG Productions.
The company's headquarters are in a renovated, former beer factory in Toronto.
![The company](https://staticbiassets.in/thumb/msid-21256394,width-700,height-525,imgsize-360785/the-companys-headquarters-are-in-a-renovated-former-beer-factory-in-toronto-.jpg)
Elle says the offices are swanky, full of white walls and sandblasted wood.
The company also has a new international headquarters on Fifth Avenue and 43rd Street, solidifying its relevance in the global scene.
Its founder has been noted as a retail genius for the success of his two flagship brands.
![Its founder has been noted as a retail genius for the success of his two flagship brands.](https://staticbiassets.in/thumb/msid-21256395,width-700,height-525,imgsize-316572/its-founder-has-been-noted-as-a-retail-genius-for-the-success-of-his-two-flagship-brands-.jpg)
Elle described Mimran as, "part James Bond, part Gianni Agnelli, a bit Willy Wonka—a dapper, intellectually sparky, highly kinetic fashion czar, robustly charming and given to occasional rhapsodies of unchecked enthusiasm."
He's known be fond of suits and singing at dinner parties.
Mimran is married to Kim Newport-Mimran, the head designer for Pink Tartan.
![Mimran is married to Kim Newport-Mimran, the head designer for Pink Tartan.](https://staticbiassets.in/thumb/msid-21256396,width-700,height-525,imgsize-271823/mimran-is-married-to-kim-newport-mimran-the-head-designer-for-pink-tartan-.jpg)
The luxury womenswear brand was founded in Toronto in 2002.
It has a few of its own stores and is also featured at Neiman Marcus, Saks Fifth Avenue and Lord and Taylor.
Last week, Joe Fresh launched its pop-up store in Los Angeles to celebrate its new partnership with JCPenney.
![Last week, Joe Fresh launched its pop-up store in Los Angeles to celebrate its new partnership with JCPenney.](https://staticbiassets.in/thumb/msid-21256398,width-700,height-525,imgsize-385154/last-week-joe-fresh-launched-its-pop-up-store-in-los-angeles-to-celebrate-its-new-partnership-with-jcpenney-.jpg)
The company's JCPenney line features everything from a $4 pair of flip-flops to $39 silk tops.
Nothing in the line costs more than $69.
Women's Wear Daily said the Joe Fresh line is a "critical step" for JC Penney to lure a younger crowd into its stores and convince its regular customer base to venture into more modern styles.
And Joe Fresh officially launches at JCPenney nationwide this Friday.
![And Joe Fresh officially launches at JCPenney nationwide this Friday.](https://staticbiassets.in/thumb/msid-21256400,width-700,height-525,imgsize-419270/and-joe-fresh-officially-launches-at-jcpenney-nationwide-this-friday-.jpg)
The brand will be featured at 681 JCPenney stores nationwide.
Joe Fresh's JCPenney line has already been available online for a week and reportedly saw seven times the traffic as JCPenney's former top brand.
An analyst told Businessweek that if the Joe Fresh collection succeeds, JCPenney's "turnaround story could still have legs."
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