Canadian brand Joe Fresh eyes Chinese market

A shopper walking past the Joe Fresh store on Fifth Avenue in New York, May 10, 2013. [Photo/dfic.cn]

TORONTO - Canadian brand Joe Fresh is looking at China as it begins its foray into international markets.

Joe Mimran, the brand's creative director and co-founder of Club Monaco, told Xinhua in an interview Wednesday he was particularly interested in Asian markets such as China, but added the company would be cautious and not rush the process.

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Known for its affordable and fashionable clothing, Joe Fresh will be sold outside of North America for the first time this May. The brand will be rolling out up to 141 stores in 23 countries in the next four years, including the Middle East, North Africa, and eastern Europe.

"China is a really important market, perhaps the most important market next to North America, so we want to be really careful how we enter the market, who we partner with," said Mimran, who founded Joe Fresh in 2006 in partnership with grocery retailing giant Loblaw Companies Ltd.

The company, which has nearly 350 stores across Canada, has long been familiar with the North American market. But bringing the brand into a foreign market like China may not necessarily be the same, according to Mimran.

The company will focus on tweaking the brand while retaining its authenticity, he said.

"We tend to really want to have a real strong brand voice, so we'll adapt and keep the essence of who Joe Fresh is at the same time," he said.

Joe Fresh will be partnering with Chinese companies that have a wide expertise in retailing, according to the company.