It’s been about a year and a half since Canadian import Joe Fresh landed in New York and quickly expanded to five stores and a shop-in-shop at the Herald Square J.C. Penney (as well as 700 other locations nationwide). The brand’s super cute and insanely affordable menswear and womenswear became an immediate hit (and destination of bargain-hunting fashion peeps) and now it’s launching a sixth location in SoHo–with some very ambitious plans for beyond.
According to WWD, Joe Fresh plans on expanding first in the U.S. market, following its successful Manhattan strategy of rolling out stores “neighborhood by neighborhood.” That doesn’t mean Joe Fresh and creative director Joe Mimran (who also founded Club Monaco) are done with New York City–a Brooklyn outpost is in the works for 2015. No details yet on where, but we’re taking guesses on which neighborhood right now (Atlantic Terminal Mall with the soon-to-open Uniqlo, maybe?).
Joe Fresh is also looking at moving beyond the borders of North America into the international market.
“We want to be meaningful in foreign markets,” Mimran tells WWD. Starting, unsurprisingly, with Asia: “Asia will be the first stop for us. I’m already [having] those meetings.”
But back to the Joe Fresh to open in SoHo next week, which will be slightly different from its uptown counterparts. As the downtown neighborhood is home to both trend-forward fast fashion and designer shops and flagships, the SoHo outpost will house the largest selection of the more premium (but, in relative terms, still wallet-friendly) “Fresh Off the Runway” line, which features leather pieces like $750 studded jackets and chain-detail mini-skirts for $289.
So that’s six down and more to go. It remains to be seen whether Joe Fresh could go on to become the next Gap or H&M, but its entry into the all-important “SoHo Mall” is likely a sign of big things to come.