Joe Fresh Pops Up in L.A.

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.