Media Alert - Loblaw and Joe Fresh Style To "Pop-Up" Shop as Cross-Canada Tour Arrives in Vancouver

    - Travelling, limited-time retail store will pop-up in Vancouver to
    officially launch the Joe Fresh Style Kids collection -

    VANCOUVER, Oct. 4 /CNW/ -

    What:  Loblaw and Joe Fresh Style reveal private label collection for
           kids aboard Canada's first travelling pop-up Store - Joe Fresh
           Style's unique, new shopping environment.

           Set inside an 18-wheel tractor trailer, the pop-up store is a
           retail innovation, and makes a splash with its colourful and
           playful exterior and stunning interior design. Vancouver is the
           third of a five-city Canadian tour to launch the Joe Fresh Style
           Kids collection.

    When:  Thursday, October 4, 2007
           Time:  10:00 a.m. - 3:00 p.m. (photo op/interviews)
           (*)Note: Public hours - Thursday/Friday/Saturday: 10 - 8 p.m.;
           Sunday: 10 - 5 p.m.

    Where: Joe Fresh Style Pop-Up Store
           898 Seymour St. (between Nelson St. and Robson St.)


    NOTE TO EDITORS: Joe Mimran, Creative Director, Joe Fresh Style, will be
available for interviews.

For further information:

For further information: to arrange a tour and interview, please
contact: Sara O'Reilly, Manning Selvage & Lee, Office: (416) 847-1334, Cell:
(416) 625-3680, E-mail: sara.o'

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