In 2004, Loblaw approached Joe Mimran, a co-founder of the Club Monaco retail chain and the name behind the Alfred Sung brand, with the idea of creating a new fashion line called “ Joe ”. In March 2006, Joe Fresh Style debuted at forty Real Canadian Superstore and Atlantic Superstore locations. " Joe," as the label is often called, is promoted as stylish and affordable apparel and accessories that include adult and children's wear, shoes, handbags, jewellery, beauty products and bath items. The line is available at over 300 Canadian supermarkets and superstores, in addition to standalone locations.