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, Creative Director of the Joe Fresh brand 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 colorful, 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 colorful campaign imagery.

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.

Joe Fresh brand