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Joe gets a fresh new store today

The Joe Fresh Style flagship store opens on Granville Street this morning.

The Joe Fresh Style flagship store opens on Granville Street this morning.

“Everyone’s excited,” said Elaine Quan, senior PR manager for Joe Fresh.

It’s the grocery store-based apparel chain’s first true stand-alone location.

Doors open at 10 a.m. with the first 100 people receiving a free pass to Joe Fresh’s street concert on Granville.

In addition, the first 1,000 people to spend more than $100 will be given a free down jacket.

“For us it was about reaching all our key customers,” said Quan. “We have a lot of urban customers that don’t necessarily get out to our suburban locations.

“We’re a very clean aesthetic,” she said of the store’s design. Its colour-themed sections mix wardrobe basics, like white collared shirts, with more fashion-forward items, like sequined sweatshirts.

“We’re taking a high-end approach to the merchandising and the mannequins and the presentation,” said Brent Reid, VP of store design, merchandising and imaging.

Joe Fresh is holding a street concert Saturday from 2 to 6 p.m. to celebrate the opening.

 
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