A brand new Joe Fresh Style(TM) Kid's collection that makes you want to grow up with Joe!

    After the Joe Fresh Style adult wear collection, Joe Mimran now presents
    a fall collection for kids

    MONTREAL, Aug. 14 /CNW Telbec/ - The Joe Fresh Style clothing collection
is expanding! Today in Montreal, the very first Kid's collection from Joseph
Mimran, famous clothing designer, was launched. Over 350 new items for
children, from newborns to 14 years old, are available for customers looking
for quality and style similar to what boutiques offer, at unbeatable prices
ranging from $4 to $39 per item. The full Joe Fresh Style Kid's clothing and
accessory collection will be available as of August 16, 2007 in selected
Loblaws et Maxi & Cie stores in Quebec.
    "Launched in August 2006, the Joe Fresh Style adult collection received
such a positive reaction that we decided to widen the Joe Fresh Style line to
the entire family", explains Josée Bédard, Senior Director of Corporate
Affairs for Provigo, a Loblaw group entity. "We are very proud of this new
collection designed and signed by a fashion expert who proposes quality and
unique styles you won't find anywhere else".
    "An extensive analysis of the Canadian children's clothing market
highlighted the demand for everyday casual clothing items that provide
flawless quality and style", explains Joseph Mimran, the collection's
designer. "Little ones will adore the comfort, colors and fun look of the
clothes, while their parents will appreciate the exceptional details and, of
course, the great price-quality ratio. The clothes are designed based on the
needs of both the kids and their parents. The sizes allow toddlers to move and
grow while being very comfortable".
    The collection has unbeatable characteristics, such as adjustable
features on the items to preserve their form over time. It offers an array of
matching colors to facilitate the mixing and matching of separates. Every
stitch has been carefully sown, from the unique embroidery on jumper dresses
and the soft feel of one-piece items made especially for babies. An exciting
selection of new items will be unveiled in store every four weeks.

    Kids Fall 2007 Collection

    The "Grow with Joe" launch collection is divided into three categories -
Baby, Toddler and Kids - offering co-ordinated basics, beautiful colors, fresh
styling and true must-haves:
    Joe Fresh Style Baby and Organic Collection (Sizes newborn to 24 months):
Made from the highest quality fabrics-including brushed cotton-the Baby
collection is dominated by must-have signature onesies in multiple colors
($4). For the eco-conscious consumer, Joe Fresh Style Kids offers an organic
collection featuring sleepwear, blankets, hats and mitt sets - all made from
100 per cent certified organic cotton and natural dyes.
    Joe Fresh Style Toddler Collection (Sizes 2 to 5): Continuing the
standard of high-quality and of-the-moment styles, this collection ranges from
denim ($16) to dresses ($16) to cozy casuals, including yoga-inspired pants
($8) and preppy cable sweaters ($12), and is sure to be a favourite among
parents and toddlers.
    Joe Fresh Style Kids Collection (Sizes 6 to 14): For children with their
own sense of style, the Kids collection interprets a strong fashion angle,
featuring contemporary pieces and special detailing. Must-haves include:
corduroy blazer ($19), pleated denim skirt ($16) for girls, cargo pants ($19)
and long-sleeved tees ($10) for boys.

    Discover Joe Fresh Style for children in stores

    The concept of a "boutique in a large store" developed last summer, is
growing and is being implemented in more stores to integrate the new kid's
line. This department combines all the elements of a fashion store with the
convenience of a superstore. Depending on the location, the space dedicated to
the collection may take up an area of up to 10,000 square feet.
    Just in time for the back to school season, clients will find the
complete Joe Fresh Style Kids clothing and accessory collection starting
August 16, 2007 in selected Loblaws and Maxi & Cie stores in Quebec. As early
as the month of November 2007, customers can keep an eye out for the arrival
of the winter line with snowsuits, coats, boots, hats, mittens and scarves. To
find the addresses of the stores that have a Joe Fresh Style boutique and
obtain additional information, visit www.joe.ca.
    Loblaws and Maxi & Cie are part of Provigo, the largest food retailer in
Quebec. The company, a member of the Loblaw Group, as well as its franchisees
and associates, provide work to close to 30,000 people in Quebec.

For further information:

For further information: Josée Bédard, Senior Director, Corporate
Affairs, Provigo Inc., (514) 383-8800 #6142; Johanna Raynaud, Massy-Forget
Public Relations, (514) 842-2455 #22, jraynaud@mfrp.com

Organization Profile

Provigo, membre du groupe Loblaw

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