Joe Fresh serves casual cool in Manila
MANILA, Philippines - Canada’s leading fashion brand Joe Fresh, known for quality casual clothing, opens its first store in Manila tomorrow in Shangri-La Plaza. The store is 674 square meters of Joe Fresh’s complete lifestyle range, including women’s, men’s and children’s collections.
Joe Fresh brand manager Crickette Tantoco discovered the brand in New York City back in 2010 attending a conference on “Winning in the New Retail Environment.” Tantoco says, “One of the exciting new concepts and stores the speaker discussed was Joe Fresh. As a consumer, I love the updated take on essentials, the quality, and accessible price point. I love that it is a one-stop shop for the family, from work to school to weekend.”
Founded in 2006, Joe Fresh offers accessible, modern fashion. It brings a practical and value-driven point of view to everyday essentials without sacrificing style. “We are pleased to introduce Joe Fresh to the Philippines, a dynamic new market for the brand. I believe our spirited, modern designs and exceptional value for the entire family will resonate with fashion consumers here. Leveraging SSI Group’s unparalleled expertise in the region, we look forward to providing an exciting and accessible new style choice in the Philippines,” says Mario Grauso, president of Joe Fresh.
Joe Fresh will open at Shangri-La Plaza with a new collection of updated classics — the city trench, the oxford shirt, the pencil skirt, the button-down shirt. Faded denim and utility styles ground the collection while the shirtdress serves as the key silhouette of the season. Completing the season is an expanded active range in lightweight fabrics.
Anton Huang, president of the SSI Group, Inc., says, “We are very excited for the addition of Joe Fresh to our portfolio of brands. Joe Fresh further strengthens our lineup of value brands, allowing us to tap and delight an even broader base of Philippine consumers.”
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Joe Fresh is a brand of Loblaw Companies Limited and its affiliates. In the Philippines, Joe Fresh is distributed by Stores Specialists, Inc., a division of SSI Group, Inc.
Joe Fresh opens at Shangri-La Plaza Mall tomorrow, and will open a second store in TriNoma in August.
