Joe Fresh: From Grocery Store Aisles to Fifth Avenue

Following Topshop’s triumphant foray into the American consciousness — and closet — just 2 years ago, Canadian retailer Joe Fresh has decided they want a piece of the action. Club Monaco founder Joseph Mimran conceived of the brand as an inexpensive yet fashionable solution for the whole family — think looks from H&M or the Gap at Forever 21 prices. Closet staples range from $8-14 for women’s shirts, $12 for a men’s polo, and $6-8 for a kid’s tee. Interestingly, in Canada, Joe Fresh’s 300-plus locations are found mostly in grocery stores.

However, the first stateside location is rumored to be taking over a space on Fifth Avenue in Midtown (the deal has yet to be finalized). The brand’s relatively unknown status in America may lead to a rocky start competing with the nearby fast-fashion multi-floor stores, but Mimran’s track record with Club Monaco and the brand’s super-low price point might be enough to drive sales. And if Mimran throws in some big name designer collaborations, he might just strike gold.

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