Joe Mimran leaves Joe Fresh

TORONTO – The namesake behind affordable apparel brand Joe Fresh has left the company.

In an email to The Canadian Press, Loblaw spokesman Kevin Groh confirmed the departure of Joe Fresh creative director Joe Mimran, effective Monday.

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Current Joe Fresh president Mario Grauso will take over the reins of the brand.

Grocery giant Loblaw Companies Ltd. launched the low-priced private-label line in 2006 with Mimran overseeing the the brand’s design vision.

The label is available in more than 340 retail locations, including 16 freestanding and studio stores, and also operates six freestanding stores in the U.S. Joe Fresh products are also available in more than 650 J.C. Penney stores.

The label opened its first storefront outside of North America last year with a flagship in Seoul.