Joe Fresh ready for Abu Dhabi debut at Yas Mall

Canadians in the Emirates have cause to celebrate, with the opening of their beloved Joe Fresh in Abu Dhabi’s Yas Mall tomorrow.

The move, in the form of a standalone store that is the first of many planned for the UAE, introduces the brand’s on-trend printed blouses, jersey dresses and coloured denims to the Middle East for the first time.

But how will a brand that offers stylish but inexpensive clothes alongside bread and milk in Canada’s major grocery stores fare in a market where luxury and designer brand names maintain a tight rein?

Joe Fresh was launched almost a decade ago by Club Monaco co-founder Joe Mimran and supermarket giant Loblaws. In 2010, the brand launched its first stand-alone Joe Fresh store outside of a supermarket setting, and two years later, its first international store opened in Manhattan, New York.

“When we launched Joe Fresh in 2006, our focus was really on Canada and creating an exciting new concept in fashion retail in that market, and building on our success, it was a natural proposition to look to the United States as a new avenue of growth,” says Mimran.

Then, last February, the brand announced its plans to further expand into 23 countries, across Europe, the Middle East and North Africa.

Original article by Hafsa Lodi

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Joe Fresh ready for Abu Dhabi debut at Yas Mall