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    Joe Fresh Style Clothing Collection to Bow at Provigo Banners

    MONTREAL -- The first kids' collection of the popular Joe Fresh Style clothing and accessory collection will roll out today in selected Loblaws and Maxi & Cie stores in Quebec -- just in time for the back-to-school season. Created by clothing designer Joseph Mimran, the new collection features over 350 new items for newborns to 14-year-olds, at prices ranging from CAN $4 (US $3.70) to CAN $39 (US $36.20) per item.

    MONTREAL -- The first kids' collection of the popular Joe Fresh Style clothing and accessory collection will roll out today in selected Loblaws and Maxi & Cie stores in Quebec -- just in time for the back-to-school season. Created by clothing designer Joseph Mimran, the new collection features over 350 new items for newborns to 14-year-olds, at prices ranging from CAN $4 (US $3.70) to CAN $39 (US $36.20) per item.

    "Launched in August 2006, the Joe Fresh Style adult collection received such a positive reaction that we decided to widen the Joe Fresh Style line to the entire family," said Jose Bedard, senior director of corporate affairs for Provigo, a Loblaw group entity, in a statement.

    The "Grow with Joe" collection includes adjustable features on articles of clothing to preserve their form over time, as well as a palette of matching colors to simplify the mixing and matching of separates.

    The new collection will be available in Loblaws' "boutique in a large store" concept, which was developed last summer and is now being rolled out in additional stores. Depending on the location, the space devoted to the collection could take up an area of up to 10,000 square feet, according to Loblaws.

    Loblaws and Maxi & Cie are part of Provigo, the largest food retailer in Quebec. The company, a member of the Loblaw Group, as well as its franchisees and associates, employ nearly 30,000 people in the province of Quebec.

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