Loblaw Launches The Mobile Shop in over 500 of its Grocery Stores Across
Canada

- Making Loblaw the first major retailer in Canada to merchandise the established carriers and new market entrants -

BRAMPTON, ON, Oct 6 /CNW/ - Today, Loblaw Companies Limited (Loblaw) announced the launch of The Mobile Shop (La Boutique Mobile in French Canada) in over 500 of its grocery stores across the country, as part of its push to become one of Canada's major retailers of mobile phones. As part of its growth strategy, Loblaw has also expanded its product offering beyond PC® mobile, Bell and Solo to include more top Canadian brands - such as Virgin Mobile, Rogers, Fido and Telus, as well as new market entrants Public Mobile and Wind Mobile.

"Loblaw wants to make it easier for Canadian consumers to shop for mobile phones and make it as simple as shopping for groceries - lots of brand name choices, easy on-the-spot comparisons and convenient," said Maria Forlini, Vice President of Telecom, Loblaw Companies Limited. "Loblaw has extensive experience and success with non-food businesses including Joe Fresh Style® and President's Choice Financial®. With our expanded product offering at The Mobile Shop, Loblaw is poised to become a major retailer in the mobile market in Canada."

Loblaw launched PC Telecom in 2005 offering PC mobile handsets and top-up cards through the Bell Mobility network and over the past few years selection has continued to grow. With the announcement today, The Mobile Shop offers choice from nine Canadian brands. 

"Customers are telling us they want more choice for where they access Rogers products and services in their own neighbourhoods," says Jim Detlor, Vice President, National Distribution Sales, Rogers Communications. "Through this partnership, Rogers customers will be able to buy innovative wireless products when they are shopping for their lifestyle needs."

Loblaw is providing customers with real choice in brands by listing two new mobile market entrants that focus on unlimited calling plans in certain cities or zones.

"Public Mobile's goal is to make mobile phones available to more people, especially new Canadians, and our partnership with Loblaw allows us to do that, so that Everybody Talks," said Public Mobile CEO, Alek Krstajic. "We anticipate distribution through retail partners such as Loblaw will become increasingly in demand by customers who want to simplify their wireless experience and their shopping."

For more information about The Mobile Shop, please visit themobileshop.ca.

About Loblaw Companies Limited

Loblaw Companies Limited, a subsidiary of George Weston Limited, is Canada's largest food distributor and a leading provider of drugstore, general merchandise and financial products and services. Loblaw is one of the largest private sector employers in Canada. With more than 1,000 corporate and franchised stores from coast to coast, Loblaw and its franchisees employ over 138,000 full-time and part-time employees. Through its portfolio of store formats, 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. Loblaw is known for the quality, innovation and value of its food offering. It offers Canada's strongest control (private) label program, including the unique President's Choice®, no name® and Joe Fresh Style® brands. In addition, the Company makes available to consumers President's Choice Financial® services and offers the PC® points loyalty program.

For further information:

Andrea De La Cuba
Cohn & Wolfe
416-924-5700 ext. 4071
[email protected]