Loblaw’s Set to Roll Out Everydayliving

SN STAFF

TORONTO — Loblaw Cos. here said Tuesday it has revamped its general merchandise space into an "everydayliving" theme inspired by fashion designer Joseph Mimran.

The concept is being rolled out to retail locations across Canada, including Real Canadian Superstore and Maxi & Cie stores, according to a company press release.

In-store catalog of everyday items.

A Loblaw spokesperson told SN the number of stores and banners to host the concept be the end of 2011 was still being evaluated. Last year the concept was tested in 21 stores, including several Real Canadian Superstores.

The everydayliving concept features new signage, lower sightlines for 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.

The everydayliving section includes Loblaw’s brands: President's Choice home collection; Everyday Essentials; Tera Gear, an outdoor living and camping line; Joe Fresh apparel and beauty lines; Jogi, a fitness collection; J±, a new small electronics and stationery line, set to debut for back to school and PhotoStudio & PhotoLab.ca, a new in-store experience and updated online offering of photofinishing services, planned for early fall.

To coincide with this new launch, Loblaw has also produced its first television commercials to feature its home and outdoor living collection, which began airing on specialty channels including HGTV, Food Network and W Network this week. These commercials show the color 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.