Headlines

Joe Fresh Pops Up in L.A.

Specialty brand’s introduction to West Coast Penney shoppers

Published

11 years ago

March 8, 2013

VMSD Staff

Joe Fresh (Canada) and J.C. Penney Co. Inc. (Plano, Texas) have opened a Joe Fresh pop-up shop on the corner of Melrose Avenue and Crescent Heights Boulevard in Los Angeles, according to Women’s Wear Daily. The pop-up shop is intended to generate “buzz” for the introduction of Joe Fresh merchandise to J.C. Penney’s stores in the area in a week. Joe Fresh, a Canadian brand, is sold in about 350 locations in Canada and has only six standalone units in the U.S.

The 4000-square-foot pop-up, across the street from Fred Segal, features around 35 Joe Fresh styles. Apparel includes crochet shorts, t-shirts, dresses, tank tops and colored denim, among others. Clothes are grouped by color and are mostly on racks lining the walls, WWD reports.

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