Joe Mimran is a true innovator—of retail, design, business, manufacturing—he disrupted the fashion industry before people even had a word for it. In his keynotes he details the methods he used to grow Joe Fresh, Club Monaco, and Alfred Sung—some of the industry’s best-known brands, into global successes. Now he’s a Dragon on CBC’s hit show Dragon’s Den, skillfully investing, and imparting valuable wisdom to Canada’s aspiring entrepreneurs.
As founder and former Creative Director of Joe Fresh, Joe Mimran oversaw the brand’s design and retail concepts, and made it the country's second largest apparel brand. Mimran conceived the Joe Fresh brand, for Loblaw Companies, with a vision of well-designed, well-priced clothes for a broad audience. It was launched in 2006, in 40 supermarket locations. Today, Joe Fresh is sold in 350 Loblaw stores in Canada; 20 stand-alone stores in Canada and the U.S., and 200 J.C. Penney stores. Overseas, it has stores in South Korea, Saudi Arabia, and Egypt with local partners.
In 2001, Mimran founded Joseph Mimran & Associates, a consulting firm that works with global retailers, such as Woolworths in South Africa, Saks Fifth Avenue in the United States, and Coles in Australia. In 2003, Mimran designed home products for President’s Choice, followed by all general merchandise categories for Loblaw by 2009.
During his time as Chairman of the Fashion Design Council of Canada, Mimran helped grow Toronto Fashion Week into a global platform. Mimran was the honorary Chairman of the inaugural Canadian Arts and Fashion Awards, and the recipient of the Canadian Style Award. He has also been recognized with The Design Exchange award along with his wife, Kimberley Newport-Mimran, the co-founder of Pink Tartan. He’s been featured in publications including The New York Times, Bloomberg BusinessWeek, and The Globe and Mail. A patron of the arts, Mimran’s philanthropic activities include support of the Art Gallery of Ontario, the Montreal Museum of Fine Arts, the Governor General’s Performing Arts Awards and Nuit Blanche. He is also a private investor in Canada-based businesses, ranging from steel to pharmaceuticals.
Turning Your Niche into $100 Million Dollars
Basic, affordable, stylish, accessible. Joe Mimran took the “Chic Cheap” niche and grew it into a hundred million dollar empire. How? By fastidiously researching trends, believing in what he sells, and understanding his customer’s “journey to purchase” inside and out.
And the journey for Joe Fresh was unprecedented in Canada: high-fashion, of-the-moment designs that a consumer can buy at the grocery store. Mimran was intrinsically involved in every step of the process, from product design to marketing to casting for campaigns to selecting store locations and interiors. In this enlightening keynote, Mimran explains how—and why—keeping your core customer at the forefront of your mind, envisioning exactly what they want, and how they want to buy it, can transform a niche idea into a $100 million dollar empire.