Joe Fresh; Joe Mimran

Joe Fresh founder steps down

Joe Mimran leaves the clothing label he started in 2006, Mario Grauso takes over

The namesake behind affordable apparel brand Joe Fresh has stepped down.

In an email to The Canadian Press, Loblaw spokesman Kevin Groh confirmed the move by Joe Fresh creative director Joe Mimran, effective Monday, adding that Mimran remains a brand ambassador.

Current Joe Fresh president Mario Grauso will take over the reins of the label.

“It’s been a remarkable journey since we launched Joe Fresh in 2006 and I’m proud of what we have accomplished in these years,” Mimran said in a statement.

“As we have grown into one of Canada’s leading apparel brands, our focus has always been on fulfilling the needs of our customers offering great style at a great price — the rallying cry of our brand.

“As I step back from my day-to-day responsibilities I’m happy to pass the baton to Mario and his team — experienced hands committed to our shared vision. I look forward to seeing the continued growth of Joe Fresh as we introduce this iconic Canadian brand to new markets and customers around the globe.”

In a statement, Grauso said the brand is poised to take advantage of “exciting opportunities” in new product categories and global markets.

“As Joe himself steps away from his day-to-day role at Joe Fresh, we remain committed to the brand’s core philosophy of creating clothes with great style and great value, and sold in the distribution channels our customers want to shop.”

Grauso said Joe Fresh’s design and management team include COO Ian Freedman, women’s designer Henriette Ernst and men’s designer Jose Abellar.

Grocery giant Loblaw Companies launched the low-priced private-label line in 2006 with Mimran overseeing the brand’s design vision.

Joe Fresh is available in more than 340 retail locations, including 16 freestanding and studio stores, and also operates six freestanding stores in the U.S. Joe Fresh products are also available in more than 650 J.C. Penney stores.

The label opened its first storefront outside of North America last year with a flagship in Seoul.

Joe Fresh was a mainstay at Toronto’s World MasterCard Fashion Week for several seasons before Mimran announced last fall they were pulling the plug on future presentations, saying all shows would be geared towards the wholesale market.

Tragedy overshadowed the brand in 2013 following the fatal factory collapse in Dhaka, Bangladesh, where items were produced for Joe Fresh and other clothing makers.

More than 1,100 people died in the April 24 tragedy at the illegally constructed Rana Plaza, making it the world’s worst garment industry accident.

Loblaw Companies Ltd. provided financial compensation to the workers and also contributed $1 million to Save the Children Bangladesh and the Centre for Rehabilitation of the Paralysed, in support of programming for workers in the garment industry.

The company also joined several retailers in signing a pact to improve fire and building safety in Bangladesh. The agreement requires that the companies conduct independent safety inspections, make their reports on factory conditions public and cover the costs for needed repairs.

Mimran said he was proud of how his brand’s parent company had rallied around what was “a tragic situation.”

Add a comment

You must be to comment.

Brands Articles

30 Under 30 is back with a new name, new outlook

No more age limit! The New Establishment brings 30 Under 30 in a new direction, starting with media professionals.

Diageo’s ‘Crown on the House’ brings tasting home

After Johnnie Walker success, Crown Royal gets in-home mentorship

Survey says Starbucks has best holiday cup

Consumers take sides on another front of Canada's coffee war

KitchenAid embraces social for breast cancer campaign

Annual charitable campaign taps influencers and the social web for the first time

Heart & Stroke proclaims a big change

New campaign unveils first brand renovation in 60 years

Best Buy makes you feel like a kid again

The Union-built holiday campaign drops the product shots

Volkswagen bets on tech in crisis recovery

Execs want battery-powered cars, ride-sharing to 'fundamentally change' automaker

Simple strategies for analytics success

Heeding the 80-20 rule, metrics that matter and changing customer behaviors

Why IKEA is playing it up downstairs

Inside the retailer's Market Hall strategy to make more Canadians fans of its designs