Last week Joe Mimran – this week Joe Fresh


If Joe Fresh were a boy he would wear size Large, which is for 10-12 year olds.  Next year marks 10 years since Joe Fresh has been in our closets. Ten years of orange tags, and rounded/even prices – a purposeful strategy to align pricing with the brand.  Ten years of fun, trendy, classic and always affordable fashion.

When the invitation came to join LouLou Magazine for an evening of shopping and cocktails at the Joe Fresh store on Queen and Portland, I RSVP’d yes please!    I arrived to a store that felt like girls’ night out on Boxing Day (minus the coats and boots because it’s summer in November!).  It was wall to wall people, and just about everyone had either a bottle of Mill Street or a glass of Barefoot Pinot Grigio.  A DJ provided the party soundtrack while servers moved effortlessly throughout the store with trays of yummies like mini chicken & waffles, and the tiniest tacos I have ever seen.  And of course, the ubiquitous cupcakes topped with Joe Fresh orange frosting.  I wonder if the original Joe would have gone with vanilla cupcakes & orange frosting to better complement the brand.

Joe Fresh cupcakes






Joe Fresh tiny tacos








I briefly chatted with one of the Joe Fresh girls and mentioned I couldn’t  help but notice how neat the store was.  I was impressed at how quickly the piles were replenished, and how despite the crowds, they were still able to help the customers, and how quickly the line was moving.  She said the staff at this location are amazing and I’d have to agree.  She introduced me to Claude Laframboise, LouLou’s fashion director, who patiently held my clothes while I looked for my pen.  Merci Claude!

Joe Fresh change roomJoe Fresh Holiday invites us to embrace the season of giving with collections full of holiday warmth and enchanting winter style.   With collections like Cozy Cabin Getaway, and the new Sweater Dressing, I wasn’t sure I’d find what I was looking for, but I did manage to find a few items to try on from the party-ready black and white themed area.    No matter the price, if the fit and/or cut isn’t right for me, I won’t buy it.    I ended up with one black top and a black skirt, neither of which look anything like the other black tops and black skirts I have in my closet.  I’m of the opinion you can’t have too many black clothes.  And since I got rid of most of my wardrobe, I’m stocking up.

I came away with an outfit, 2 pairs of tights, a sparkly belt, the coziest hoodie ever, 2 pairs of PJs, and a pair of pants for my kid.  Everything was 25% off AND I redeemed some of my PCPlus Points and saved another $60!

If Joe Fresh was a boy turning 10, he’d finally get to drive a go-cart all by himself.  I’m looking forward to seeing how Joe Fresh will celebrate being 10.