Joe Fresh expands footwear with Aldo deal

The Loblaw-owned brand has signed a deal for exclusive footwear from the Montreal shoe company.
Aldo bananas

Loblaw-owned Joe Fresh has announced a deal with Montreal’s Aldo Group for the design of new footwear collections.

The deal includes women’s, men’s and kid’s footwear collections, with the first Joe Fresh-branded products from Aldo launching in Joe Fresh stores in the spring of 2016. The deal includes only the design, production and distribution, with no branding from Aldo or marketing support from the shoe company.

“This new initiative will accelerate growth of the Joe Fresh footwear business in its freestanding stores, grocery locations, e-commerce sites, wholesale and international businesses,” the brand said in a press release. “Joe Fresh shops within top Loblaw locations will undergo a large-scale redesign and renovation later this year, and will launch new dedicated zones for women’s, men’s and children’s footwear.”

Aldo Group operates more than 1,800 stores in 93 countries, with its Aldo Product Services (APS) division operatings branded wholesale, private label and brand management services for fashion and retail partners. Its store brands include Aldo, Call it Spring, Globo and Little Burgundy.

Joe Fresh founder Joe Mimran left the company earlier this week and will soon appear on CBC’s Dragon’s Den. Also this week, the brand launched a new fashion incubator with Ryerson University to foster mentorship and innovation among young designers.

More to come