Joe Fresh Style "Pops Up Shop" in Winnipeg During Cross-Canada Whirlwind Fashion Tour

    - Travelling, limited-time retail store to sprout up in five cities this
    Fall -

    TORONTO, Sept. 13 /CNW/ - Joe Fresh Style has become the first Canadian
fashion retailer to take the burgeoning pop-up store concept on the road. In
partnership with Loblaw, Joe Mimran, Creative Director of Joe Fresh Style, has
created a unique and memorable shopping environment that brings to life the
newly launched Joe Fresh Style Kids collection.
    The innovative, travelling, fully-functional pop-up store was unveiled on
September 6th in Toronto, and stops in Winnipeg from September 13th through
the 15th. Winnipeg marks the second stop of the five-city cross-Canada tour.
The Joe Fresh Style pop-up store is designed to provide customers with a
unique retail experience - including a hand-picked merchandise selection, a
change room, fashion-conscious associates and a sales operation.
    Set aboard an 18-wheel tractor trailer measuring 1,000 square feet and
wrapped in playful Joe Fresh Style imagery, the pop-up store is travelling
across the country for one month stopping in some of Canada's largest cities
for up to three days. The pop-up store will offer consumers the opportunity to
purchase the highlights from Joe Fresh Style Kids, featuring pieces from the
organic baby, toddler and kids collections.
    "Joe Fresh Style has grown tremendously in popularity amongst Canadians.
We've always strived to offer a unique shopping experience through our
high-quality, stylish clothes at affordable prices for the family and now with
an exciting, entertaining environment of the pop-up store," said Joe Mimran,
Creative Director, Joe Fresh Style. "Parents and little ones will really feel
as if they've stepped into a whole other world of fun and fashion."
    Designed to reflect the clean, contemporary look of the static Joe Fresh
Style brand, the pop-up store will be laid out to accommodate approximately 40
customers and stocked with all the must-have items for the fall, including:
pint-sized polos and onesies, cotton t-shirts printed with animal silhouettes,
trendy jeans and trapeze-shaped corduroy coats. The interior will feature
colourful, high energy graphics of models wearing the kids collection.
Throughout, the fixtures will be spaced out to ensure a comfortable flow of
traffic and will be replenished with stock regularly during each city stop.

    Joe Fresh Style Pop-Up Store: Cross-Canada Dates:
    Toronto:     September 7 - 9
                 97 Eglinton Ave. East (at Dunfield)

    Winnipeg:    September 13 -15
                 370 Broadway (corner of Broadway and Edmonton Avenue)

    Edmonton:    September 19 - 22
                 Sir Winston Churchill Square

    Calgary:     September 26 - 29
                 Eau Claire Market

    Vancouver:   October 4 - 7
                 898 Seymour Street (between Nelson St. and Robson St.)

    About Loblaw Companies Limited:

    Loblaw Companies Limited is Canada's largest food distributor and a
leading provider of general merchandise, drugstore and financial products and
services. Through its various operating banners, Loblaw is committed to
providing Canadians with a one-stop destination in meeting their food and
everyday household needs. This goal is pursued through a portfolio of store
formats across the country. It also offers one of Canada's strongest control
label programs, including the unique President's Choice and no name brands.
Loblaw is one of the largest private-sector employers in Canada, employing
over 134,000 full-time and part-time employees.

For further information:

For further information: images, interview requests, please contact:
Nadia Beale or Sara O'Reilly, Manning Selvage & Lee, (416) 847-1333 or (416)
847-1334, or sara.o'

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