Penney’s southern doors have been very interested in making sure the assortment is always right for warm weather doors. Penney, which sells the brand in 650 locations. He also said the company will be sensitive to seasonality, which, for example, implies adding lighter-weight products to winter assortments, as Joe Fresh does for J.C. It’s just a matter of grading up or down, not creating new patterns,” Mimran said. In certain countries, “We may need some additional sizing. Korea will see a mix of freestanding stores and shops-in-shop.Īccording to Mimran and Grauso, not much has to change with the collection or store presentation to sell in different countries. “We believe Joe Fresh is ideally positioned for South Korea, a fashion-conscious market highly receptive to smart, classic design that is well priced and well executed,” said Sungho Chung, director of domestic enterprise at Origin, a division of the ILJIN Group. Origin plans to open up to 30 Joe Fresh locations over five years, beginning this spring with a store in the Lotte World Mall, to be followed by a flagship in Seoul. Nabil Daud, ceo of Retail Arabia, said Joe Fresh is an important addition to the portfolio, which includes Oscar de la Renta, House of Fraser, David Morris, Hamleys and Pretty Ballerinas. The first stores are seen opening this year, though the timing was not specified. The agreement is for 18 stores by 2018 including nine in the UAE. Joe Fresh also signed with the Dubai-based Retail Arabia International, which will open stores for the brand in the United Arab Emirates, Kuwait, Qatar, Bahrain, Oman and Iran. Alhokair operates 1,850 freestanding stores via partnerships with Zara, Bershka, Massimo Duti, Gap, Mango, Topshop, The Children’s Place, La Senza and Marks & Spencer, among others.
“We believe this partnership has the potential to become the world’s single largest retail franchise by leveraging our respective strengths and shared ambitions for sustained growth across multiple markets,” said Simon Marshall, Alhokair’s chief executive officer. Alhokair has agreed to open at least 96 Joe Fresh freestanding stores by 2018, including 40 in Saudi Arabia, with the first stores opening this summer. Alhokair & Co., based in Riyadh, Saudi Arabia, is the partner for the Joe Fresh expansion in Saudi Arabia, Jordan, Lebanon, Egypt, Morocco, Algeria, Macedonia, Montenegro, Croatia, Bosnia, Kazakhstan, Azerbaijan, Georgia, Belarus, Armenia, Serbia and Spain.
To be a well-assorted competitor is also key.”įawaz A. “We truly have a deep breadth of product available. “Keep in mind, we have men’s, women’s, children’s, shoes, accessories and cosmetics,” Grauso said. Overseas, Joe Fresh will compete most directly against Gap, H&M, Zara, Uniqlo, Mango and Topshop, which have established global footprints. Mimran echoed the sentiment: “As we add partners, it gives us more scale and more ability to drive the assortment and drive the brand imaging.” “It’s always advantageous to get the units up and running” Grauso said, expressing a determination to open overseas units relatively fast to increase leverage with suppliers and build gross margin. Last October, Grauso joined Joe Fresh from Vera Wang, to take the business to the next level. The format is seen launching first overseas. The company is recruiting several senior designers, and developing a kids-only store format to accommodate an assortment extending from baby and toddler sizes to girls and boys. New executives have been hired, including Alixe Boyer as senior vice president of brand development and Steven Horn as vice president of global retail. The first store will open in Seoul this spring, followed by one in the Middle East and then another in Seoul. How far and fast Joe Fresh can export its colorful, modern styling and downtown attitude remains to be seen, but the intent is to ramp up quickly.
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