Joe Fresh founder Joe Mimran gets a promotion at Loblaw

Joe Fresh founder Joe Mimran gets a promotion at Loblaw

Joe Fresh puts on one of the best-attended fashion week shows (Photo by Jenna Marie Wakani) 

Club Monaco founder and Joe Fresh Style tycoon Joe Mimran has been appointed head of general merchandise at Loblaw, meaning he’ll be overseeing the non-food items, such as books, electronics, home decor and furniture, toys, home furnishings, electronics, sporting goods, books, toys and hardware. The announcement comes after Loblaw’s fourth-quarter profits were down $190 million from a year ago, owing largely to weak food sales.

While it’s a big promotion for Mimran, who also founded the dearly missed home decor chain Caban, it’s not a surprising one. He’s managed to turn Loblaws stores into a cheap and chic clothing destination, drawing suburban families and urban fashion types alike. Joe Fresh has become the second-largest clothing line in the country and last year added makeup and body products to its repertoire. The company is hoping Mimran can work the same magic on other non-grocery items.

Loblaw plans to open three downtown Toronto stores—including one at Maple Leaf Gardens and another at Queen and Portland—and while chain store critics probably won’t be won over by chic home accessories, the budget minded are sure to be pleased.

Loblaw’s Joe Fresh creator to revitalize general merchandise [Globe and Mail]
Loblaw profit falls on weak food sales [Toronto Star]