The Joe Fresh brand from Loblaw Companies Ltd. of Brampton, Ontario, said its first international flagship store is slated to open this fall in New York City. The new store “represents an exciting evolution for the apparel, accessory and beauty brand, which is currently only available in Canada,” Loblaw said.

"We get frequent requests from fans in the U.S. who have heard about Joe Fresh clothing and cosmetics from their Canadian friends and family, and they keep asking for us to open stores south of the border," said Joe Mimran, creative director of the Joe Fresh brand. "We felt it was time to make the first step into the international market with a store in the American fashion capital, and one of the most exciting cities in the world, New York."

The store will open at 510 Fifth Avenue. The historic “glass box” on the corner of Fifth Avenue and 43rd Street “will be respectfully remodeled to bring the Joe Fresh brand aesthetic to life with modern fixtures and a fresh white finish,” Loblaw said. Built in 1954 by Gordon Bunshaft as a five-story bank branch for Manufacturers Trust, the glass, aluminum and steel building was the first transparent glass structure of its kind, the retailer added.
"It was vital for us to find a unique location for our first U.S. store," Mimran said. "This building is important to New York and important to us."

Lucy van der Wal, senior vice president, Joe Fresh Stand-Alone Stores, said the prominent location will introduce the brand to a new audience of “savvy” shoppers.

"We can't wait to see the reaction from those new to the brand when they first see our style, feel our fabrics, try on our garments and be amazed by the value," she said.

The Joe Fresh brand is celebrating its fifth anniversary this year in Canada, Loblaw noted. It features “chic and affordable” apparel for men and women, a kids collection, intimates and sleepwear, swimwear, sunglasses, jewelry, and beauty and bath products.