New in-store concept brings home, leisure and entertainment brands
together in one space
TORONTO, April 12 /CNW/ - A stylish, new look and feel, featuring
updated product offerings is rolling out into the home, leisure and
entertainment departments in Loblaw Companies Limited (Loblaw) retail
locations across Canada. Led by Joseph Mimran of Joseph Mimran &
Associates, the general merchandise area of the store will now be
branded everydayliving, and will focus on great design, accessible to everyone.
In mid-2010, Loblaw asked Mimran to oversee all of the non-food, general
merchandise sold in its stores, including at Real Canadian Superstore
and Maxi & Cie locations. Mr. Mimran was asked to take the lead by
directing the visual appearance of these departments, editing the
current product offering, and introducing new brands to suit the
"It has been an exciting project to work with Loblaw to bring new energy
into the non-food side of the store," says Joseph Mimran of Joseph
Mimran & Associates, Creative Director Apparel, Home and Entertainment
for Loblaw Companies Limited. "Our team has worked very hard to
revitalize some of the current offerings as well as develop new brands
such as Jogi, which are already doing extremely well in the stores."
The everydayliving section of the stores will feature the following Loblaw brands:
President's Choice® home collection - Since 2002, great quality home products at very competitive prices
have been offered under the President's Choice brand. The collection of cookware, tabletop, linens, home décor, small
appliances and more features the quality, value, style and innovation
Canadians have come to expect from the President's Choice brand.
Everyday EssentialsTM - Simple packaging and value-driven price points (most items under $20)
make this line perfect for those outfitting busy family kitchens,
starter homes and campus dorms. This fall, exclusive products under the Everyday Essentials brand will be introduced to fundraise for Habitat for Humanity Canada
to help support their 360 Built Smart program.
Tera GearTM - Joseph Mimran's team has redesigned the Tera GearTM outdoor living and camping line for 2011. The collection features
tents, sleeping bags, tables and camp chairs for those looking to
explore the outdoors.
Joe Fresh® - One of Canada's top apparel collections of stylish, well-priced
clothing and accessories for the whole family. With smartly-designed
beauty, bath, accessories and tools, the Joe Fresh BeautyTM collection has become a top selling cosmetics line in Loblaw stores.
Jogi - Launched in early 2011, the chicly-designed Jogi fitness line will evolve from basic yoga and aerobics accessories to a
full health and wellness collection.
J±TM - A brand new small electronics and stationery line, the J±TM brand is set to launch in time for back to school 2011.
PhotoStudio & PhotoLab.ca - A new in-store experience and updated online offerings are coming in
early fall to these photofinishing services.
By the end of 2010, 21 stores (including the Real Canadian Superstore
location at Dufferin & Steeles in Toronto and the Real Canadian
Superstore location in Westbank, BC) have been renovated with the new everydayliving concept. Their product offering has been edited, new signage
implemented and sightlines lowered to offer a cleaner, more modern
shopping experience. Departments are clearly divided into categories
such as beauty, kitchen, seasonal and toys so shoppers can easily find
what they are looking for. Several more stores across Canada are
scheduled to be renovated in 2011.
To coincide with this new launch, Loblaw has also produced it's very
first television commercials to feature it's home and outdoor living
collection, set to air on specialty channels including HGTV, Food
Network and W Network starting April 11, 2011. These commercials show
the colour and variety available in the everydayliving Outdoor 2011 Collection. In store catalogues have also been developed
to introduce the customer to the extensive product range.
Customers can visit the everydayliving Facebook page to discover more information and new products: http://www.facebook.com/everydayliving.
About Loblaw Companies Limited
Loblaw Companies Limited, a subsidiary of George Weston Limited, is
Canada's largest food distributor and a leading provider of drugstore,
general merchandise and financial products and services. Loblaw is one
of the largest private sector employers in Canada. With more than 1,000
corporate and franchised stores from coast to coast, Loblaw and its
franchisees employ more than 136,000 full-time and part-time employees.
Through its portfolio of store formats, Loblaw is committed to
providing Canadians with a wide, growing and successful range of
products and services to meet the everyday household demands of
Canadian consumers. Loblaw is known for the quality, innovation and
value of its food offering. It offers Canada's strongest control
(private) label program, including the unique President's Choice®, no name® and Joe Fresh® brands. In addition, the Company makes available to consumers President's Choice Financial® services and offers the PC® points loyalty program.
SOURCE Loblaw Companies Limited - Joe Fresh Style and PC Home Division
For further information:
| For products, images or additional information, please contact: |
| Alison Lawler-Dean |
Sr. PR Manager, Joe Fresh, Home & Entertainment
Loblaw Companies Limited
416.516.5233 ext 1424,