Joe Fresh® Announces Retail Partnership with jcpenney

Dedicated Joe Fresh Branded Shops Will Open in Nearly 700 jcpenney U.S. Locations Next Spring as Part of the Department Store's Transformation

TORONTO, July 25, 2012 /CNW/ - (TSX:L) - The Joe Fresh brand, providing fresh fashion at a fresh price, announced today the opening of almost 700 dedicated Joe Fresh shops within the newly renovated jcpenney stores across the U.S. Rolling out in April 2013, the shops, designed by the Joe Fresh team, will range from approximately 1,000 to 2,500 sq. ft., and will debut with women's apparel. At the same time, Joe Fresh products will also be available on line at jcp.com. The partnership will provide the Joe Fresh brand, Canada's largest apparel brand*, with significant expanded U.S. national brand exposure, reaching millions of new customers and complementing the well-received stand-alone stores in the New York area.

"We are extremely proud to partner with one of America's most iconic department stores, especially as they embark on a retail transformation headed by visionary CEO Ron Johnson," says Joe Mimran of Joseph Mimran & Associates, Creative Director, Joe Fresh, Home and Entertainment for Loblaw Companies Limited. "jcpenney is creating a fun and engaging shopping experience that showcases sought after brands in its own dedicated space, providing the perfect environment to introduce Joe Fresh apparel to even more Americans, coast to coast."

jcpenney CEO Ron Johnson added, "we are so excited to announce the Joe Fresh brand as jcpenney's newest shop partner.  Starting next spring, jcp will bring the brand's accessible, affordable and of-the-moment styles to customers across the United States.  Displayed in its own unique and engaging environment, the Joe Fresh shops will be an important part of jcpenney's repositioning to a completely re-imagined department store."

All of the locations will open with Joe Fresh Spring 2013 merchandise in colourful, modern style including dresses, t-shirts, denim and silk blouses. The Joe Fresh shops, exclusively inside jcpenney, will have the same clean, simple design consistent with existing Joe Fresh stand-alone locations, including the brand's signature orange logo and colourful campaign imagery.

To learn more about the Joe Fresh brand visit joefresh.com.

*The Joe Fresh brand is the number one apparel brand in Canada in terms of both units and dollars according to May 2012 NPD data, www.npd.com.

About the Joe Fresh^® brand and Loblaw Companies Limited (TSX:L)

Offering stylish, fresh and affordable apparel and accessories for all seasons, the Joe Fresh^® brand is the number one apparel brand in Canada and Loblaw Companies Limited's answer to consumers' desire for accessible, of-the-moment style. Joseph Mimran of Joseph Mimran & Associates, Creative Director, Joe Fresh, Home and Entertainment for Loblaw Companies Limited, oversees the extensive line, from chic footwear to the latest in outdoor fashions, as well as Joe Fresh Beauty, an inspired collection of stylish and well-priced beauty products. The Joe Fresh^® brand is available in more than 300 locations across Canada, including 12 standalone and studio stores and 6 U.S. locations in New York and New Jersey. Visit JoeFresh.com.

Loblaw Companies Limited, Canada's largest food retailer, is a subsidiary of George Weston Limited (both traded on the TSX). Loblaw is one of the largest private sector employers in Canada and together with its franchisees it employs over 135,000 full-time and part-time employees. Through its portfolio of stores, Loblaw is committed to providing Canadians with a wide, growing and successful range of products and services to meet the everyday household demands of Canadian consumers.

About jcpenney

Over 110 years ago, James Cash Penney founded his company on the principle of treating customers the way he wanted to be treated himself: fair and square. Today, rooted in its rich heritage, J. C. Penney Company, Inc. (NYSE: JCP) is re-imagining every aspect of its business in order to reclaim its birthright and become America¹s favorite store. The Company is transforming the way it does business and remaking the customer experience across its 1,100 jcpenney stores and on jcp.com. At every visit, customers will discover straightforward Fair and Square Pricing, month-long promotions that are in sync with the rhythm of their lives, exceptionally curated merchandise, artful presentation, and unmatched customer service. For more information about jcpenney, visit jcp.com.

Image with caption: "Rendering of Joe Fresh shop at jcpenney (CNW Group/Loblaw Companies Limited - Joe Fresh Style and PC Home Division)". Image available at: http://photos.newswire.ca/images/download/20120725_C2513_PHOTO_EN_16418.jpg

SOURCE: Loblaw Companies Limited - Joe Fresh Style and PC Home Division

Diane Bainbridge
Head of Public Relations | Joe Fresh
416.516.5233, ext 1444 | [email protected]

Kristin Hays
Senior Vice President | jcp Communications
[email protected]