Joe Fresh: À la Canada

I'm visiting my hometown Toronto for the holidays and wanted to show you guys/gals the humble beginnings of Joe Fresh.  With their flagship store on 5th and 42nd and another spot in Flatiron, I forget sometimes that it all began with food...

  

Loblaws (a grocery chain in Canada), is where the brand got it's first retail outlet - along with the dairy aisle.  Even though their US counterparts only have freestanding retail outlets, the Joe Fresh line is still primarily sold inside the grocery store chains here in Canada.

The concept is pretty smart - everyone needs food and everyone needs clothes.  I stopped by my local Loblaws today to pick up a few essentials:  Milk -> check, eggs -> check, bread -> check, chips -> check, wool sweater for $19 -> check! 

While the merchandise is a bit different from what's available in the NY stores (there were no cashmere sweaters available for example), it's still a fun and interesting experience - I definitely recommend it if you ever make it to Canada for a visit!  Whether you're looking to fix dinner, grabbing a sequinned skirt for a party or a sweater to keep you warm, Joe Fresh has you covered.  They also have a huge kids/baby section with some uber cute things (what 2 year old doesn't need reptile slippers!) which isn't available in the US.

On a side note - if you ever do make it to Canada and a Loblaws store, be sure to pick up a bag of Dill Pickle chips. They. Are. Ahhhhmaazzinng.