Joe Fresh Style "Pops up Shop" travel in a tractor trailer

JOE FRESH STYLE "pops up shop" it's the first Canadian travelling tractor trailer who sells during the trip clothes designed especially for kids. JOE FRESH STYLE started his trip on September, 7, 2007 in Toronto and will finish in Vancouver on October, 7, 2007. The method of sell became very popular and loved by Canadians.

JOE FRESH STYLE Press Release:

"Joe Fresh Style has become the first Canadian
fashion retailer to take the burgeoning pop-up store concept on the road. In
partnership with Loblaw, Joe Mimran, Creative Director of Joe Fresh Style, has
created a unique and memorable shopping environment that brings to life the
newly launched Joe Fresh Style Kids collection.

The innovative, travelling, fully-functional pop-up store was unveiled on
September 6th in Toronto, and stops in Vancouver from October 4th through the
7th. Vancouver marks the fifth and final stop of the five-city cross-Canada
tour. The Joe Fresh Style pop-up store is designed to provide customers with a
unique retail experience - including a hand-picked merchandise selection, a
change room, fashion-conscious associates and a sales operation.

Set aboard an 18-wheel tractor trailer measuring 1,000 square feet and
wrapped in playful Joe Fresh Style imagery, the pop-up store has been
travelling across the country for one month stopping in some of Canada's
largest cities for up to three days. The pop-up store will offer consumers the
opportunity to purchase the highlights from Joe Fresh Style Kids, featuring
pieces from the organic baby, toddler and kids collections.

"Joe Fresh Style has grown tremendously in popularity amongst Canadians.
We've always strived to offer a unique shopping experience through our
high-quality, stylish clothes at affordable prices for the family and now with
the exciting, entertaining environment of a pop-up store," said Joe Mimran,
Creative Director, Joe Fresh Style. "Parents and little ones will really feel
as if they've stepped into a whole other world of fun and fashion."

Designed to reflect the clean, contemporary look of the static Joe Fresh
Style brand, the pop-up store will be laid out to accommodate approximately 40
customers and stocked with all the must-have items for the fall, including:
pint-sized polos and onesies, cotton t-shirts printed with animal silhouettes,
trendy jeans and trapeze-shaped corduroy coats. The interior will feature
colourful, high energy graphics of models wearing the kids collection.

Throughout, the fixtures will be spaced out to ensure a comfortable flow of
traffic and will be replenished with stock regularly during each city stop.

<<
Joe Fresh Style Pop-Up Store: Cross-Canada Dates:
-------------------------------------------------
Toronto: September 7 - 9
97 Eglinton Ave. East (at Dunfield)

Winnipeg: September 13 - 15
370 Broadway (corner of Broadway and Edmonton Avenue)

Edmonton: September 19 - 22
Sir Winston Churchill Square

Calgary: September 26 - 29
Eau Claire Market (corner of 2nd Avenue and 2nd Street SW)

Vancouver: October 4 - 7
898 Seymour Street (between Nelson St. and Robson St.)
>>

About Loblaw Companies Limited:

Loblaw Companies Limited is Canada's largest food distributor and a
leading provider of general merchandise, drugstore and financial products and
services. Through its various operating banners, Loblaw is committed to
providing Canadians with a one-stop destination in meeting their food and
everyday household needs. This goal is pursued through a portfolio of store
formats across the country. It also offers one of Canada's strongest control
label programs, including the unique President's Choice and no name brands.
Loblaw is one of the largest private-sector employers in Canada, employing
over 134,000 full-time and part-time employees.

/NOTE TO PHOTO EDITORS: A photo accompanying this release is available on
the CNW Photo Network and archived at http://photos.newswire.ca.
Additional archived images are also available on the CNW Photo Archive
website at http://photos.newswire.ca. Images are free to accredited
members of the media/



For further information: or for images, interview requests, please
contact Sara O'Reilly, Manning Selvage & Lee, (416) 847-1334,
sara.o'reilly@mslpr.ca"

Source: JOE FRESH STYLE