Joe Fresh clothing is available in over 340 stores across Canada, including 16 stand-alone boutiques and Real Canadian Superstores. Joe Fresh clothing and accessories are also available online at JoeFresh.us.
Joe Fresh apparel was founded in 2006 by Canadian designer Joe Mimram for Loblaw Companies Limited, which owns the Real Canadian Superstore, Loblaw's and Super Value chain of stores. The brand offers trendy clothing and accessories at relatively low prices. Mimram previously co-founded the Canadian Club Monaco clothing brand. The Joe Fresh brand is aimed at women, men and children and offers "cheap chic" clothing that is fashion conscious, but affordable. The brand's debut was successful beyond expectations, and in its first year retailed more than $400 million.
The first international stores opened in New York and New Jersey in 2011. In the United States, Joe Fresh apparel is available at six freestanding stores and in over 650 J.C. Penney stores.
Mimram and the Joe Fresh label were in the news when the clothing manufacturing plant in Bangladesh collapsed in 2013, killing over 1,000 people. Joe Fresh's parent company, Loblaw, was among the first of the many companies involved to offer compensation and a trust fund to the families of the victims of the accident. Joe Fresh continues its production in Bangladesh. In 2014 the company hired an employee to monitor working conditions at the plant.