Loblaw Companies Limited and its affiliates, the owners of the Joe Fresh brand, in partnership with Stores Specialists, Inc., a division of SSI Group, Inc., are pleased to announce the launch of Joe Fresh in the Philippines.

The first Joe Fresh store is now open in Shangri-La Plaza mall in Manila. The new store encompasses 674 sq m (7,255 sq ft) and offers a complete lifestyle range of Joe Fresh women’s, men’s and children’s collections. A second store will open in August in Trinoma mall.

Founded in 2006, Joe Fresh offers accessible, modern design in lifestyle collections for women, men and children. One of Canada’s leading fashion retailers today, Joe Fresh brings a value-driven point of view to everyday wardrobe favorites in categories spanning apparel, accessories, footwear and beauty.

“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,” said Mario Grauso, president of Joe Fresh. “Leveraging SSI Group’s unparalleled expertise in the region, we look forward to providing an exciting and accessible new style choice in the Philippines,” he added.

The Spring collection is alive with pretty prints, from fanciful butterfly and bird motifs to ornamental floral and mosaic patterns. Shoppers will find a fresh take on essential designs like the city trench, classic oxford shirt and the perfect pencil skirt. Faded denim and utility styles ground the collection in time-tested favorites, while the shirtdress adds a key silhouette to Spring wardrobes.

Completing the season is an expanded active range in lightweight fabrics perfect for exercising in the warmer months ahead.

“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,” said Anthony Huang, president of SSI Group, Inc.

The new Philippines stores are designed to mirror existing Joe Fresh locations around the world. They are clean, modern and uncluttered, creating an environment that showcases colorful and contemporary Joe Fresh collections.