Tag Archives: Loblaw

An expanded retail footprint for essence

European makeup brand essence has gained more shelf space in the Canadian retail market, thanks to a recent mega retail merger.

essence, which is owned by German cosmetics company Cosnova GmbH, is known for fun and affordable makeup products, with an average retail price of just $3.69.

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The brand made its Canadian debut in 2012, under an exclusive distribution partnership with Shoppers Drug Mart. With the 2014 acquisition of Shoppers having brought the drug store chain under the ownership of Loblaw Companies Ltd., essence has now gained a massive new distribution network.

In addition to its presence within Shoppers Drug Mart and Pharmaprix stores, essence is gaining real estate this spring within certain Loblaws grocery stores.

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Under the new distribution arrangement, designated Loblaws stores will carry twice as many essence products compared with the amount of essence merchandise available at Shoppers Drug Mart. Loblaws stores will also carry certain exclusive essence products that are not available anywhere else in the Canadian market.

The essence brand seems a good fit for Loblaws, where its in-house fashion and cosmetics brand, Joe Fresh, shares a similar philosophy of trendy items for affordable prices.

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At a downtown Toronto event in late February, essence showcased its spring makeup collection, including certain Loblaws exclusives. The new collection features plenty of pastels and bright spring colours that are sure to attract shoppers as the products make their debut on the shelves of their new retail partner.


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Filed under Department Stores & Big Boxes, Events

A fresh new Joe Fresh location

Cheap and trendy apparel line Joe Fresh is continuing to grow as it celebrates its fifth anniversary, with a new store set to open in Vaughan Mills this week.

A grand opening of the new store will take place this Thursday, May 19th, and all day long, shoppers will receive 20% off all purchases.

Since launching in 2006 with lines of men’s and women’s apparel that were sold in grocery stores operated by Joe Fresh’s parent company, Loblaw Companies Ltd., the brand has expanded to include a children’s collection, intimates and sleepwear, swimwear, sunglasses, jewellery, bath products and makeup.

The new Vaughan Mills store is one of four new standalone Joe Fresh locations opening this spring, including one at Heartland Town Centre in Mississauga, one at Bramalea City Centre in Brampton, and one in Alberta.

The brand will also open two new studio stores later this year in Toronto: one on Queen Street West and one in the old Maple Leaf Gardens space. Joe Fresh already operates two studio stores in the city: one in Forest Hill and one on Queens Quay.

In total, Joe Fresh is aiming to open 20 standalone stores in Canada in the months to come. The line is already available in more than 300 other stores across the country, including Loblaw and Superstore locations.

With this kind of reach, it’s no surprise Joe Fresh is thriving.

The stylish clothing collection, designed by Joseph Mimran – a former designer for such successful fashion labels as Alfred Sung and Club Monaco – are conveniently located in grocery stores where men and women are already doing some shopping.

And at amazingly low prices, it’s easy for shoppers to justify throwing a t-shirt, dress or new pair of sweats into the shopping cart. (Almost too easy.)

Having had success within grocery stores, prospects are looking good for Joe Fresh in the boutique business. And not just in Canada.

Just three months ago, Joe Fresh announced that it would expand outside of Canada for the first time, with a new standalone store on Fifth Avenue in New York City this fall.

If you’re itching to visit one of the new stores, this weekend is a good time to do it. Stop by the new Vaughan Mills location for some great deals, including:

• 2 for $30 Sequin Tanks (regular $19)

• 2 for $14 Men’s refined tee ( Reg. $12)
• 2 for $19 Women’s Sutash Tee (regular $14)

• 2 for $6 ALL flip flops (regular $4/pair)
• $5 off All women’s dresses

• $5 off ALL Mens and Women’s shorts that are priced $19 and up
• 2 for $15 Women’s slub vee (regular $10)
• Kid Boys Plaid Shorts for $6 (reg $10-$12)
• Toddler Girls 3 for $10 Promo on Rib Tanks
• Kid Girls 2 for $10 Promo on Racer Back Graphic Tank

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Filed under Boutiques, Clothing Lines, Events, Fashion, Sales & Deals, Shopping Hubs