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Joe Fresh joins the mix at Hy-Vee

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WEST DES MOINES, Iowa — Hy-Vee Inc. has begun offering apparel and accessories under the Joe Fresh brand, marketed in Canada by Loblaw Cos. The assortments are available at selected stores in seven Midwest markets, and offerings vary by store.

The assortments include Joe Fresh apparel, accessories, footwear and beauty products for women, men, children and babies. Items will be presented in store-within-a-store sections that Hy-Vee describes as the first of their kind.

“Quality clothing, accessories, footwear and beauty will always serve as a top need for the American consumer, which is why we’ve made these solutions available to our shoppers,” says Darren Baty, executive vice president of nonfoods at Hy-Vee. “Hy-Vee’s goal is to provide its customers the very best in all lifestyle categories in a convenient and easy-to-shop format.”

The participating Hy-Vee markets are Des Moines; Kansas City; Lincoln, Omaha and Grand Island, Neb.; and Minneapolis and Rochester, Minn.

The Joe Fresh brand was created by designer Joe Mimran for Loblaw as a stylish and affordable line of apparel and accessories for adults and children. It is available in Canada at more than 300 supermarkets and superstores as well as freestanding stores.

Joe Fresh was available for some years in J.C. Penney Co. stores in the United States as well as an international flagship store on Fifth Avenue in Manhattan. The Penney agreement was discontinued in 2015, the same year the Fifth Avenue store was closed.


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