Joe Fresh namesake stepping down

Loblaw has confirmed that Joe Fresh founder Joe Mimran will leave the brand and pass control to current president Mario Grauso (right).

The 62-year-old designer was brought on to create the brand following Walmart Canada's launch of its own clothing brand, George, a line that came from the retailer's British division, Asda. Joe Fresh debuted in 2006 to immediate success and only improved when the line expanded to include children's and baby clothing the following year.

Grauso has been being groomed for the position since joining the company in 2013 to help the brand expand internationally, and Mimran told the Financial Post he is confident in the future.

"As I step back from my day-to-day responsibilities, I'm happy to pass the baton to Mario and his team—experienced hands committed to our shared vision," Grauso said. "I look forward to seeing the continued growth of Joe Fresh as we introduce this iconic Canadian brand to new markets and customers around the globe." Story