FOUR NEW STAND-ALONE JOE FRESH® STORES TO OPEN THIS SPRING IN CANADA

TORONTO, Jan. 19 /CNW/ - As part of our objective to open 20 stand-alone stores in Canada, the Joe Fresh Style® brand is set to open four new stores in the Ontario and Alberta markets in Spring 2011.

Following the successful Granville Street, Vancouver store opening in October 2010, this new wave of locations opening in key Canadian shopping destinations will help in meeting the needs of our wide-ranging customer demographic.  "We are excited to be able to reach many more of our loyal Joe Fresh® customers in these great locations," says Joseph Mimran of Joseph Mimran & Associates, Creative Director, Apparel, Home and Entertainment for Loblaw Companies Limited.

When the Joe Fresh Style® collection launched in 2006 it was developed as a chic addition and a point of differentiation for Loblaw Companies Limited, the country's largest grocery retailer (banner stores include Real Canadian Superstore, Atlantic Superstore and Maxi & Cie in Quebec). As the brand grows there is now opportunity to reach our urban customer with freestanding stores in popular shopping destinations.

"Joe Fresh® is a dynamic brand and growing exponentially so we are happy to be in these high traffic mall locations to answer the demands of our customers," says Lucy Van Der Wal, Senior Vice President, Joe Fresh® Stores.

Location Square Footage Scheduled Opening Assortment
Heartland
600 Matheson Blvd W
Unit 3
Mississauga, ON L5R 4B8
11,000 Late March 2011 Women, Mens,
Baby, Toddler,
Kids, Cosmetics,
Jewellery,
Sunglasses
Bramalea City Centre
25 Peel Centre Drive
Unit 617
Brampton, ON L6T 3R5
18,000 Mid April 2011 Women, Mens,
Baby, Toddler,
Kids, Cosmetics,
Jewellery,
Sunglasses
CrossIron Mills
261055 Cross Iron Blvd
Anchor P
Rocky View, AB T4A 0G3
15,000 Early May 2011 Women, Mens,
Baby, Toddler,
Kids, Cosmetics,
Jewellery,
Sunglasses
Vaughan Mills Shopping Centre
1 Bass Pro Mills Drive
Area 1D
Vaughan, ON L4K 5W4
6,000 Late May 2011 Women, Mens, 
Cosmetics,
Jewellery,
Sunglasses

STORE DESIGN
These stand-alone stores are all designed by award-winning Toronto commercial interior design firm, Burdifilek, who also designed our first flagship store on Granville Avenue in Vancouver.  The design intent was to create a backdrop to truly showcase the collection. The clothes are the focal point and inject an ever-changing spectrum of colour into the environment. Fixtures and finishes are rendered in a unified palette of crisp whites, clear sandblasted acrylics and heavily textured natural oak atop a soft grey matte floor. Generous Parsons tables and a powder-coated white metal wall system artfully frame the collection. 

STORE OPENING OFFERS
As a celebration of these store openings, customers will be offered a limited-time Joe Fresh® coupon of $10 off when they spend $50 or more on apparel (see coupon for full details) and the first 500 customers will receive a free Joe Fresh BeautyTM product with any purchase. 

UNDER CONSTRUCTION
As part of the Joe Fresh® brand's continued expansion, we are pleased to announce that we also have two new studio stores slated to open late 2011 in Toronto, at Queen and Portland Streets and Maple Leaf Gardens in addition to the current studio stores at Bathurst Street and St. Clair Avenue and Queen's Quay.  "We are excited to be part of the vibrant downtown Toronto landscape with our new store on Queen Street as well as the historic Maple Leaf Gardens location," says Joe Mimran. 

About Loblaw Companies Limited
Offering Canadians stylish, fresh and affordable apparel and accessories for all seasons, the Joe Fresh Style® brand is Loblaw Companies Limited's answer to Canadian consumers' desire for accessible, of-the-moment style. Creative Director, Joseph Mimran of Joseph Mimran & Associates, oversees a line that features more than 400 items, from chic footwear to the latest in outdoor fashions, enabling today's busy Canadian consumer to shop for fashion right where she shops for food, health and home, and achieve a great look without breaking the bank. Joe Fresh BeautyTM, an inspired collection of stylish and well-priced beauty products, was launched in 2009.

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 over 138,000 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 Style® 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:

Alison Lawler-Dean, PR Specialist, Joe Fresh Style & PC Home, Loblaw Companies Limited, 416.516.5233, ext 1424, alison.lawler-dean@loblaw.ca.

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Loblaw Companies Limited - Joe Fresh Style and PC Home Division

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