Grocery retailer Loblaw Cos. Ltd. has confirmed that Joe Mimran, the design maven behind Club Monaco and the founder of Loblaw’s cheap chic house clothing line, is handing over control of the brand he created nine years ago to current Joe Fresh president, Mario Grauso.
“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,” Mr. Mimran told theFinancial Post.
“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.”
Mr. Mimran, 62, has been a stylish ambassador of the Joe Fresh brand since its debut, appearing frequently at society events wearing pieces of the men’s collection mixed with luxury blazers and loafers. Loblaw asked Mr. Mimran to create the brand after Walmart Canada rolled out the clothing brand George, a successful line from the mass merchant’s British division, Asda.
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Unlike Loblaw’s other general merchandise initiatives, which saw the retailer get into categories such as housewares, electronics and décor, Joe Fresh was an unprecedented hit for the retailer when it launched in 2006, and became even more popular when it introduced kids and baby clothing in 2007.
Mr. Grauso’s transition had been in the works since he was courted by Mr. Mimran to join the Canadian apparel retailer to help kick-start Joe Fresh’s international expansion. That happened just six months after the brand nimbly sidestepped a potential PR nightmare after the April 2013 Bangladesh factory collapse that killed more than 1,100 workers, including members of a group sewing Joe Fresh clothes. Loblaw hired a full-time manager to oversee sourcing and standards in Bangladesh, gave aid to the families of the victims and established protocols to raise working standards in the region.
Date: March 16, 2015