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JOE FRESH TO LAUNCH KIDS', BABY AND TODDLER COLLECTIONS AT 510 FIFTH AVENUE NYC

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Joe Fresh, a unit of Loblaw Companies Limited, will debut its kids', baby and toddler collections at its 510 Fifth Avenue flagship store in New York City.

This kids' launch is creating an auspicious marketing undertaking by Joe Fresh and Loblaw Companies Limited to enter the "highly competitive" billion dollar children's apparel market here in The United States.

The kids' collection debuted in Canada in 2007, and now is available at their New York flagship store at 510 Fifth Avenue, which will offer the full range of clothing, and accessories for girls and boys to the United States consumers.

The launch includes a full range of clothing and accessories for girls and boys, including casual apparel, outerwear, activewear and sleepwear. Retail prices range from $8 to $59.
The kids line includes sizes for boys and girls ages 4 to 14; the baby collection includes sizes for ages 0-3 months to 18-24 months; and the toddler line is for ages 1 to 5.
“We launched children’s wear in 2007 in Canada and it has become one of our most successful businesses. The collections infuse the spirited vision of Joe Fresh into kids and baby designs full of charm and personality. Parents love the quality and value, while kids love the colour, playfulness and unique details of the clothes. I look forward to offering these same designs to families in the U.S.,” said Joe Mimran, president of Joseph Mimran & Associates and creative director of Joe Fresh.
The 510 Fifth Avenue store will feature a 1,500 square foot kids, baby and toddler dedicated shop. The collections will also be available on JoeFresh.com following the launch of U.S. e-commerce in August.
Joe Fresh children’s wear is currently available in 340 Loblaw Companies Limited grocery stores and eight standalone stores, as well as on JoeFresh.com, in Canada.
Girls’ designs feature classic staples with delightful details and unique seasonal designs like fall’s army green peacoat for $49 and sleek riding boots for $29. The boys’ lineup is
a mix of basics, such as $8 tees, and statement pieces like a trendy leather moto jacket for $49.
The baby collections are anchored in soft fabrics and colours for both boys and girls. For girls, soft feminine pinks are contrasted with stylish designs like a leather moto jacket for $39 and cheetah print leggings for $8. Boys’ items are varsity-inspired, with collegiate sweatpants for $16 and a scaled down letterman’s jacket for $24.
About Joe Fresh
Founded in 2006, Joe Fresh is one of Canada’s leading sources for modern style and accessible design, offering comprehensive lifestyle collections for men, women and children. Joe Fresh delivers quality and compelling value in categories spanning apparel, accessories, footwear and Joe Fresh Beauty® cosmetics. The brand’s design vision is driven by Joe Mimran of Joseph Mimran & Associates, Creative Director of Joe Fresh, Home and Entertainment for Loblaw Companies Limited. In Canada, Joe Fresh products are available online and in more than 340 retail locations, including 16 freestanding and studio stores. In the United States, Joe Fresh operates 6 freestanding stores in New York, including a flagship in the landmark 510 Fifth Avenue building, and is also available in over 650 J.C. Penney stores. In 2014, Joe Fresh opened its first stores in South Korea and Saudi Arabia with local partners. For more information, please visit joefresh.com.

About Loblaw Companies Limited (TSX:L)
Loblaw Companies Limited is Canada's food and pharmacy leader, the nation's largest retailer, and the majority unitholder of Choice Properties Real Estate Investment Trust. Loblaw provides Canadians with grocery, pharmacy, health and beauty, apparel, general merchandise, banking, and wireless mobile products and services. With more than 2,300 corporate, franchised and Associate-owned locations, Loblaw, its franchisees, and Associate-owners employ approximately 192,000 full- and part-time employees, making it one of Canada's largest private sector employers.
Loblaw's purpose - Live Life Well - puts first the needs and well-being of Canadians who make one billion transactions annually in the Company's stores. Loblaw is positioned to meet and exceed those needs in many ways: convenient locations; more than 1,050 grocery stores that span the value spectrum from discount to specialty; full-service pharmacies at more than 1,250 Shoppers Drug Mart and Pharmaprix locations and more than 500 Loblaw locations; no-fee banking with PC Financial; affordable Joe Fresh fashion and family apparel; and three of Canada's top consumer brands in Life Brand®, no name® and President's Choice®. Through the PC PlusTM and Shoppers Optimum® loyalty programs, more than one in every three Canadians are rewarded for shopping with the companies. For more information, please visit loblaw.ca.

To learn more about the collection, visit www.JoeFresh.com

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