Joe Mimran
Encyclopedia
Joseph Mimran (born 2 Dec 1952, Casablanca, Morocco) is a Canadian fashion designer and entrepreneur best known for launching the Club Monaco
and Joe Fresh
brands.
Joe’s mother introduced him to design at an early age. Formerly a couturier in Morocco, Esther Mimran dressed her family in made-to-measure suits inspired by Hollywood’s leading men (including a houndstooth
suit Joe had seen Sean Connery wear in a James Bond film at the age of 12)2. She also ran a small business as outfitting Toronto socialites from a home studio. Joe grew up immersed in fashion and was fascinated with both the design process and business side of the industry.
Joe’s first job was to deliver groceries from his father’s grocery store to neighbourhood residents (ironic, given his future collaboration with Canada’s largest grocery conglomerate), but his interest in design took him to the sales floor of a small knitting mill where he explored the process of negotiation. At the age of 18, Joe opened a small, yet successful, art gallery while completing his Bachelors of Arts degree at York University where he majored in Sociology and Fine Art studying art history and Japanese cinema. In 1975, he attended the University of Windsor and completed a second Bachelors degree in Commerce and received his CPA. After graduation he was hired as an accountant by the accounting firm Coopers & Lybrand.
Joe became increasingly interested in the business of design and branding. In 1979 he set out, with brother Saul, to develop a new line with a more modern aesthetic. They hired, Alfred Sung, a Chinese designer whose line, Moon, had caught their eye to design this new endeavour. In 1981, they launched Alfred Sung. The Alfred Sung collection quickly took off as the trio opened stores across North America. In 1983 a Maclean’s magazine cover story declared Alfred Sung “The New King of Fashion."2
In the early ‘90s the Alfred Sung name was licensed to Etac and they introduced several new product lines including fragrance, eyewear, jewellery, homeware, bridal wear and menswear. After Etac filed for bankruptcy, the line faltered for a few years (though kept a strong foot-hold in the fragrance marketplace) before being revived along with Moon, in collaboration with The Bay in the mid-00s. By this time Joe had left the Mimran Group to focus on a new business, Club Monaco. He continues to hold share in the company but has removed himself from its day-to-day operations.
When The Bay and Eaton's department stores both passed on the collection, partly because they did not understand the minimal, unisex design, Joe decided to open his own shop. A space was selected on Queen St W. in Toronto where Club Monaco sold everything from coats to underwear in one 5000 square feet (464.5 m²) space. A teaser campaign preceded the store opening and there was a line up to get in to the store on opening day in September 1985.
In 1986 the company went public, then private again in 1989 with Dilex as a partner. A flagship store opened in New York City on Fifth Avenue in 1995 which remains today. The brand cut back its growth for a short period during the recession in the ‘90s and focused its colour palette to neutrals including black and white. The concept, which saved on cost, led to the surprising revitalization of the label1.
In 1999 Joe created Caban, a lifestyle store based on the clean Club Monaco aesthetic. In 1996 the company went public once again. By 1999, Club Monaco had 125 stores worldwide including Canada, USA, Japan and South Korea. That same year, the Polo Ralph Lauren Corp. purchased both Club Monaco and Caban. Joe stayed on as president and CEO to see the company through the transition but left shortly after.
With his wife Kimberley Newport-Mimran as lead-designer, Mimran launched Pink Tartan in 2002. The elegant women’s ready-to-wear collection is sold at upscale department stores such as Holt Renfrew and Saks Fifth Avenue and through their own flagship store in Toronto’s Yorkville.
In 2006, he collaborated with friend Paul Sinclaire (formally of Club Monaco and Vogue) on a clothing collection called Tevrow + Chase.
Mimran began designing the President's Choice® Home collection for Loblaw Companies Limited in 2002. The Weston family, who own Loblaw, also asked him to design a private label collection for another business of theirs, Holt Renfrew. This became a successful working relationship that would continue to grow.
In 2010, Loblaw asked Joe to consult on all of the non-food, general merchandise sold in their stores. Joseph Mimran & Associates now oversees the design of all apparel, home and entertainment for Loblaw Companies Limited. Under his direction, the President's Choice® and Everyday Essentials collections of home décor and small appliances continues to expand and new product lines are being added to the Loblaw offering including the health and wellness line Jogi (2011) and stationery and electronics brand J+/- (2011).
Joseph Mimran & Associates currently employs a team of 200 who work from three offices in Toronto’s Liberty Village.
The line was an immediate financial success and brand extensions were quickly added including kids apparel, intimates and sleepwear in 2007, swimwear and sunglasses in 2008, cosmetics and bath in 2009, and nail polish in 2010, The brand also embarked on some special projects including designing the ushers outfits for the opening and closing ceremonies of the Vancouver Olympics, an apparel partnership with Barbie and re-designing the Scouts Canada uniforms.
With no more room in Loblaw grocery stores, and increasing demand from a fashion-forward customer, Joe FreshTM (as it is now simply known as) began to open free-standing stores. The first flagship store opened on Granville St in Vancouver in 2010 and several more stores are planned over the next few years including the first international stores in the New York/Tri-State area3 set to open in the fall of 2011.
Twice a year the Joe FreshTM brand presents the coming season’s collection in a fashion show that is the most-attended event of Toronto Fashion Week. Top models are often booked to model the affordable apparel line.
He is also quite proud of an acting award he received at age 11 by the Jewish Youth Association for the lead in a play.
Club Monaco
Club Monaco is a mid-priced, high-end casual clothing retailer owned by Polo Ralph Lauren. With more than 69 stores in North America, the retailer has locations in Canada, Hong Kong, Macao, Taiwan, South Korea, China, the United Arab Emirates, Malaysia, Indonesia, Singapore, Saudi Arabia, United...
and Joe Fresh
Joe Fresh
Joe Fresh is a fashion brand created by designer Joe Mimran for Canadian food retailer Loblaw Companies Limited. "Joe," as the label is often referred to, is promoted as stylish and affordable apparel and accessories that includes adult and children’s wear, shoes, handbags, jewellery, beauty...
brands.
Early Life
Joseph Mimran, also known as Joe, was born in Morocco to Eli and Esther Mimran. In 1957, the family including Joe and brother Saul moved to Canada and settled in a mid-town neighbourhood in Toronto1.Joe’s mother introduced him to design at an early age. Formerly a couturier in Morocco, Esther Mimran dressed her family in made-to-measure suits inspired by Hollywood’s leading men (including a houndstooth
Houndstooth
Houndstooth, houndstooth check or hound's tooth , also known as dogstooth, dogtooth or dog's tooth, is a duotone textile pattern characterized by broken checks or abstract four-pointed shapes, often in black and white, although other colours are used...
suit Joe had seen Sean Connery wear in a James Bond film at the age of 12)2. She also ran a small business as outfitting Toronto socialites from a home studio. Joe grew up immersed in fashion and was fascinated with both the design process and business side of the industry.
Joe’s first job was to deliver groceries from his father’s grocery store to neighbourhood residents (ironic, given his future collaboration with Canada’s largest grocery conglomerate), but his interest in design took him to the sales floor of a small knitting mill where he explored the process of negotiation. At the age of 18, Joe opened a small, yet successful, art gallery while completing his Bachelors of Arts degree at York University where he majored in Sociology and Fine Art studying art history and Japanese cinema. In 1975, he attended the University of Windsor and completed a second Bachelors degree in Commerce and received his CPA. After graduation he was hired as an accountant by the accounting firm Coopers & Lybrand.
First Businesses
In 1976, Joe’s brother Saul purchases a small factory in the heart of Toronto’s garment district to expand the family-run dressmaking business so they could produce Esther’s designs on a larger scale. Joe left his accounting job nine months later and joined the business to head up operations, manufacturing and finance. The dress-making business became Ms. Originals, specializing in women’s separates including suits and pants. Joe had quickly realized that there was a new demand for tailored work wear for women, and catching on to the right trend at the right time led to the company’s success.Joe became increasingly interested in the business of design and branding. In 1979 he set out, with brother Saul, to develop a new line with a more modern aesthetic. They hired, Alfred Sung, a Chinese designer whose line, Moon, had caught their eye to design this new endeavour. In 1981, they launched Alfred Sung. The Alfred Sung collection quickly took off as the trio opened stores across North America. In 1983 a Maclean’s magazine cover story declared Alfred Sung “The New King of Fashion."2
In the early ‘90s the Alfred Sung name was licensed to Etac and they introduced several new product lines including fragrance, eyewear, jewellery, homeware, bridal wear and menswear. After Etac filed for bankruptcy, the line faltered for a few years (though kept a strong foot-hold in the fragrance marketplace) before being revived along with Moon, in collaboration with The Bay in the mid-00s. By this time Joe had left the Mimran Group to focus on a new business, Club Monaco. He continues to hold share in the company but has removed himself from its day-to-day operations.
Club Monaco
By the mid-1980s, Joe Mimran had developed a new business idea and felt ready to take the lead on design. Unable to find a plain, white cotton shirt he decided to make one2 and Club Monaco, by the newly formed Monaco Group, was developed as a line of minimalist basics. Joe led this exciting new brand, while Saul focused on the Alfred Sung business.When The Bay and Eaton's department stores both passed on the collection, partly because they did not understand the minimal, unisex design, Joe decided to open his own shop. A space was selected on Queen St W. in Toronto where Club Monaco sold everything from coats to underwear in one 5000 square feet (464.5 m²) space. A teaser campaign preceded the store opening and there was a line up to get in to the store on opening day in September 1985.
In 1986 the company went public, then private again in 1989 with Dilex as a partner. A flagship store opened in New York City on Fifth Avenue in 1995 which remains today. The brand cut back its growth for a short period during the recession in the ‘90s and focused its colour palette to neutrals including black and white. The concept, which saved on cost, led to the surprising revitalization of the label1.
In 1999 Joe created Caban, a lifestyle store based on the clean Club Monaco aesthetic. In 1996 the company went public once again. By 1999, Club Monaco had 125 stores worldwide including Canada, USA, Japan and South Korea. That same year, the Polo Ralph Lauren Corp. purchased both Club Monaco and Caban. Joe stayed on as president and CEO to see the company through the transition but left shortly after.
Joseph Mimran & Associates
After leaving Club Monaco, Joe began to in invest in emerging businesses. He re-opened his design consulting firm, Joseph Mimran & Associates.With his wife Kimberley Newport-Mimran as lead-designer, Mimran launched Pink Tartan in 2002. The elegant women’s ready-to-wear collection is sold at upscale department stores such as Holt Renfrew and Saks Fifth Avenue and through their own flagship store in Toronto’s Yorkville.
In 2006, he collaborated with friend Paul Sinclaire (formally of Club Monaco and Vogue) on a clothing collection called Tevrow + Chase.
Mimran began designing the President's Choice® Home collection for Loblaw Companies Limited in 2002. The Weston family, who own Loblaw, also asked him to design a private label collection for another business of theirs, Holt Renfrew. This became a successful working relationship that would continue to grow.
In 2010, Loblaw asked Joe to consult on all of the non-food, general merchandise sold in their stores. Joseph Mimran & Associates now oversees the design of all apparel, home and entertainment for Loblaw Companies Limited. Under his direction, the President's Choice® and Everyday Essentials collections of home décor and small appliances continues to expand and new product lines are being added to the Loblaw offering including the health and wellness line Jogi (2011) and stationery and electronics brand J+/- (2011).
Joseph Mimran & Associates currently employs a team of 200 who work from three offices in Toronto’s Liberty Village.
Joe Fresh
In 2004, Joe was approached to develop a private-label apparel line to sell in Loblaw Company Limited grocery stores across Canada. Loblaw was looking for a well-priced fashion brand to be added as a point of differentiation in their stores and relied on Joe’s keen eye and business savvy to create something unique. Bringing together Joe’s design and manufacturing expertise with the distribution network of Canada’s largest grocery retailer, Joe Fresh Style® was launched in the spring of 2006. The initial offering included well-priced clothing and accessories for men and women available at 40 supermarkets in Canada (including Real Canadian Superstore, Atlantic Superstore and Maxi & Cie locations). Joe Fresh Style® entered the market at exactly the right time – it offered inexpensive fashion before the recession hit and before consumer demand.The line was an immediate financial success and brand extensions were quickly added including kids apparel, intimates and sleepwear in 2007, swimwear and sunglasses in 2008, cosmetics and bath in 2009, and nail polish in 2010, The brand also embarked on some special projects including designing the ushers outfits for the opening and closing ceremonies of the Vancouver Olympics, an apparel partnership with Barbie and re-designing the Scouts Canada uniforms.
With no more room in Loblaw grocery stores, and increasing demand from a fashion-forward customer, Joe FreshTM (as it is now simply known as) began to open free-standing stores. The first flagship store opened on Granville St in Vancouver in 2010 and several more stores are planned over the next few years including the first international stores in the New York/Tri-State area3 set to open in the fall of 2011.
Twice a year the Joe FreshTM brand presents the coming season’s collection in a fashion show that is the most-attended event of Toronto Fashion Week. Top models are often booked to model the affordable apparel line.
FDCC
Joe Mimran is the Chairman of the Fashion Design Council of Canada (FDCC) helping develop Canada’s design stars with twice yearly fashion presentations at Toronto Fashion Week.Family Life
Joe has three children with interior designer Sharon Mimran: Kaylee, Alexander and Mercedes. Sharon and Joe divorced in 1996. In 2000, Joe married Kimberley Newport who was a merchandiser for Club Monaco. The couple welcomed a daughter Jacqueline in 2001.Interests
Joseph Mimran spends his free time travelling the world and picking up design inspiration. He regularly visits galleries and art fairs to select pieces for his art collection which includes work by Alex Katz, Richard Serra and George Condo.Awards
Joe was honoured by Fashion Group International’s Night of Stars’ in 2000 and The Design Exchange recognition award given to both Joe and his wife Kimberley in 2009.He is also quite proud of an acting award he received at age 11 by the Jewish Youth Association for the lead in a play.