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LOBLAW ROLLS OUT ITS EVERYDAYLIVING CONCEPT TO STORES ACROSS CANADA

04/12/2011

New in-store concept brings home, leisure and entertainment brands together in one space

TORONTO, April 12 /CNW/ - A stylish, new look and feel, featuring updated product offerings is rolling out into the home, leisure and entertainment departments in Loblaw Companies Limited (Loblaw) retail locations across Canada. Led by Joseph Mimran of Joseph Mimran & Associates, the general merchandise area of the store will now be branded everydayliving, and will focus on great design, accessible to everyone.

In mid-2010, Loblaw asked Mimran to oversee all of the non-food, general merchandise sold in its stores, including at Real Canadian Superstore and Maxi & Cie locations. Mr. Mimran was asked to take the lead by directing the visual appearance of these departments, editing the current product offering, and introducing new brands to suit the marketplace.

"It has been an exciting project to work with Loblaw to bring new energy into the non-food side of the store," says Joseph Mimran of Joseph Mimran & Associates, Creative Director Apparel, Home and Entertainment for Loblaw Companies Limited. "Our team has worked very hard to revitalize some of the current offerings as well as develop new brands such as Jogi, which are already doing extremely well in the stores."

The everydayliving section of the stores will feature the following Loblaw brands:

President's Choice® home collection - Since 2002, great quality home products at very competitive prices have been offered under the President's Choice brand. The collection of cookware, tabletop, linens, home décor, small appliances and more features the quality, value, style and innovation Canadians have come to expect from the President's Choice brand.

Everyday EssentialsTM - Simple packaging and value-driven price points (most items under $20) make this line perfect for those outfitting busy family kitchens, starter homes and campus dorms. This fall, exclusive products under the Everyday Essentials brand will be introduced to fundraise for Habitat for Humanity Canada to help support their 360 Built Smart program.

Tera GearTM - Joseph Mimran's team has redesigned the Tera GearTM outdoor living and camping line for 2011. The collection features tents, sleeping bags, tables and camp chairs for those looking to explore the outdoors.

Joe Fresh® - One of Canada's top apparel collections of stylish, well-priced clothing and accessories for the whole family. With smartly-designed beauty, bath, accessories and tools, the Joe Fresh BeautyTM collection has become a top selling cosmetics line in Loblaw stores.

Jogi - Launched in early 2011, the chicly-designed Jogi fitness line will evolve from basic yoga and aerobics accessories to a full health and wellness collection.

TM - A brand new small electronics and stationery line, the TM brand is set to launch in time for back to school 2011.

PhotoStudio & PhotoLab.ca - A new in-store experience and updated online offerings are coming in early fall to these photofinishing services.

By the end of 2010, 21 stores (including the Real Canadian Superstore location at Dufferin & Steeles in Toronto and the Real Canadian Superstore location in Westbank, BC) have been renovated with the new everydayliving concept. Their product offering has been edited, new signage implemented and sightlines lowered to offer a cleaner, more modern shopping experience. Departments are clearly divided into categories such as beauty, kitchen, seasonal and toys so shoppers can easily find what they are looking for. Several more stores across Canada are scheduled to be renovated in 2011.

To coincide with this new launch, Loblaw has also produced it's very first television commercials to feature it's home and outdoor living collection, set to air on specialty channels including HGTV, Food Network and W Network starting April 11, 2011. These commercials show the colour and variety available in the everydayliving Outdoor 2011 Collection. In store catalogues have also been developed to introduce the customer to the extensive product range.

Customers can visit the everydayliving Facebook page to discover more information and new products: http://www.facebook.com/everydayliving.

About Loblaw Companies Limited

Loblaw Companies Limited, a subsidiary of George Weston Limited, is Canada's largest food distributor and a leading provider of drugstore, general merchandise and financial products and services. Loblaw is one of the largest private sector employers in Canada. With more than 1,000 corporate and franchised stores from coast to coast, Loblaw and its franchisees employ more than 136,000 full-time and part-time employees. Through its portfolio of store formats, Loblaw is committed to providing Canadians with a wide, growing and successful range of products and services to meet the everyday household demands of Canadian consumers. Loblaw is known for the quality, innovation and value of its food offering. It offers Canada's strongest control (private) label program, including the unique President's Choice®, no name® and Joe Fresh® brands. In addition, the Company makes available to consumers President's Choice Financial® services and offers the PC® points loyalty program.