Joe Fresh Going Global

Joe Fresh Spring '14. Photo credit: George Pimentel.

Between our recent athletic achievements, our wide open spaces and our general politesse, it should come as no surprise that the rest of the world envies Canada. Well, seems like the world even envies our fashion - and by that, I mean Joe Fresh. Loblaws Inc. recently announced the signing of three separate partnership agreements that will bring the brand into 23(!) new countries, covering the Middle East, North Africa, Europe and South Korea. This is Joe Fresh's first foray beyond North America. 

"These first international agreements signify an important milestone for Joe Fresh as we build on the strong foundation we've established at home in Canada. We continue to evolve the brand forward and I'm thrilled to see Joe Fresh grow into a global brand, developing on the success we have had in the United States since launching there in 2011," said Joe Mimran, Creative Director of Joe Fresh. Mimran founded Joe Fresh in 2006 in partnership with Loblaw. 

Today, Joe Fresh is available online, in more than 340 retail locations across Canada, in six freestanding stores in New York, including a flagship location on Fifth Avenue, and in over 650 J.C. Penney stores across the United States.

So, what do you think? Is this a case of too much too fast? Or are Joe Mimran & Co. smart to go global? Most importantly, how do we keep Joe Mimran's ego in check? Methinks we need to stage an intervention now or by next year, we might have another Biebs on our hands...