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Loblaws inks Joe Fresh deal with U.S. retailer jcpenney

Joe Fresh, the fashion line owned by Toronto’s Loblaw Companies Ltd, will open almost 700 shops inside American department-store chain jcpenney next year.

The companies said the embedded stores will range from approximately 1,000 to 2,500 sq. ft., and will initially only feature women’s apparel.

It’s a big move for the venerable Canadian brand. The deal more than triples its store count and gives it a foothold into the sought-after U.S. market. Joe Fresh is currently available in roughly 300 locations across Canada, including many Loblaws stores — offering shoppers the ability to pick up socks and shirts in addition to their milk and eggs.

Joe Fresh products will also be available on the U.S. retailer’s website, jcp.com.

“The partnership will provide the Joe Fresh 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,” the companies said in a statement

In 2011, Joe Fresh began to expand into the United States, opening six standalone stores in New York and New Jersey.