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Joe Fresh Launches Childrenswear in the US

Loblaw Companies Ltd.-owned Joe Fresh has begun to roll out its line of baby and children’s apparel in the U.S.

This week, the Canadian-based retailer unveiled a 2,000-square-foot space dedicated to kids’ at its Manhattan flagship on Fifth Avenue, as well as online.

The full range collection spans clothing and accessories for girls, boys, toddlers and babies, and includes outerwear, sportswear, activewear, sleepwear and footwear. In keeping with the brand’s classic design aesthetic, styles are simple with colorblock details, sophisticated takes on camouflage and animal prints, and plenty of denim. Prices range from $8 to $59.

Joe Fresh launched kids’ in Canada in 2007. While a chain of dedicated kids’ stores is on the company’s list of long-term goals, it is not a priority as it focuses its efforts on international expansion. Earlier this year, Joe Fresh announced a number of licensing deals that would take the brand to 24 countries in Europe, the Middle East, North Africa ad South Korea. Joe Fresh currently operates six stores in the U.S., all of which are located in New York City.