Downtown Toronto's style-seekers asked to "Meet Joe" and soon they can. As of October 12, The Joe Fresh Style apparel line of stylish women's and men's must-have trends and timeless basics will be offered in two locations; mid-town and the south end of the city. Joe Fresh Style 'Studio' stores will open adjacent to the Loblaws Forest Hill Market store at Bathurst and St. Clair, and on the lower level of the downtown Loblaws Queens Quay Market store in the heart of Toronto's Lakeshore district. These new, exciting Joe Fresh Style Studio stores are replacing the former Caban stores in these locations.

"Since launching Joe Fresh Style this past spring, the response from consumers across the country has been incredible," comments Louise Drouin, Senior Vice President, General Merchandise, Loblaw Companies Limited. "We're in the business of meeting customers' needs and exceeding their expectations. Clearly, our customers want more access to this fabulous new brand, and many live right within the city. When the Caban outlets became available, it was the perfect opportunity for us to give our loyal urban customers what they asked for. And rather than fleetingly popping up and popping out of downtown, our new stores offer a long term, permanent solution for consumers seeking stylish, high quality fashion as they shop for food, health and other lifestyle needs within their neighbourhoods."

Joseph Mimran alias Joe Fresh

Joe Fresh Style continues to be offered exclusively at Real Canadian Superstores across the country. The new studio stores in the city will complement Superstore locations in the GTA at Weston and 401, Dufferin and Steeles and Don Mills and Eglinton.

"I'm thrilled to see Joe Fresh Style right in the city of Toronto," says Joe Mimran, Creative Director, Joe Fresh Style and President's Choice(R) HOME Collection. "This is a fantastic brand. It's versatile, stylish and affordable - wherever you live."

About Joe Fresh Style

Offering Canadians stylish, fresh and affordable apparel and accessories for all seasons, Joe Fresh Style is Real Canadian Superstore's answer to Canadian consumers' desire for accessible, of-the-moment style. Featuring the inspiration of Canadian style leader Joseph Mimran, the mastermind behind Alfred Sung, Club Monaco and Caban, as well as the creative director for the President's Choice(R) HOME Collection, the line features over 400 items, from chic footwear to the latest in outdoor fashions, enabling today's busy Canadian consumer to shop for fashion right where she shops for food, health and home, and achieve a great look without breaking the bank. For more information, visit www.joe.ca.

About Real Canadian Superstore

Whether shopping for fresh foods, health and beauty, home decor or the latest fashions at a great price, Real Canadian Superstores and the larger Atlantic Superstores across the country provide Canadian consumers with convenient, one-stop shopping for their daily food, health and home needs. Superstores provide savings without compromise - customers no longer have to trade off great taste, style or quality for low prices. For a complete list of Superstores across the country, visit www.superstore.ca or www.atlanticsuperstore.ca.

For more information or to arrange an interview with a spokesperson, please contact:

Sheri Helman

To sign up for access to ongoing press releases, images and more information about Joe Fresh Style products, visit www.joe.ca and click on 'About Joe Fresh Style'.

Sheri.helman@loblaw.ca