Fashion, Features

Joe Mimran leaves Joe Fresh


Industry giant Joe Fresh is losing its founder, Joe Mimran who has decided to step away from the label he transformed into a fashion powerhouse. Joe Fresh, owned by Loblaws Inc. was launched in 2006 as a Canadian line of affordable-and-cheerful clothing, having more than 350 stores across Canada and many more located inside grocery stores. Joe Mimran's previous successes include Club Monaco and Alfred Sung.

The fashion magnate states that the brand is in wonderful hands and is comprised of a great team of designers. Mimran says that Mario Grausso, president of Joe Fresh is a great retailer, with an amazing sense of fashion and style, international contacts and most importantly the same vision that Mimran had for the company and its continual growth.

The brand gained steady sales and an amazing loyal following both in trendy standalone stores and in supermarkets such as Loblaws in suburban centres. However, the company did take a major hit in 2013, due to the collapse of a supplier factory in Bangladesh, which killed over 800 people and injured 3,000. The catastrophe allowed for a full re-evaluation of the brand's position in the Canadian and International fashion world, as a result they removed themselves from the World MasterCard Fashion Week. The brand has also been tapping into celebrity collaborations, using Solange Knowles as a DJ for their events and megamodel Karlie Kloss as the face of the franchise.

Joe Mimran will continue as "brand ambassador" for the line's international expansion to Mexico, Africa, the Middle East and Asia. His new decision will allow him to focus on relaxing and spending time with the family. He will also devote time towards helping his wife Kimberley Newport-Mimran with her women's clothing line, Pink Tartan.
SHE Canada looks forward to Mimran's future plans. Good luck Joe Mimran!

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