This year marks the 5th anniversary of the Joe Fresh® brand and I could not be more proud!
When we first started people were a little surprised to see clothing in their grocery store, especially good quality, fashionable clothing – it was something that hadn’t really been done before in Canada. It was an exciting idea – using food as a platform to sell style. When Loblaws Companies Limited approached me with the idea, we really wanted the brand to be about the democratization of fashion, and the thought of bringing stylish, affordable apparel coast to coast was thrilling. Galen Weston really understood the vision and has championed the brand every step of the way. We knew we were onto something good and Joe Fresh took off.