Episode Details

Joe Mimran is taking the reins at Roots with a bold product-first mission, diving deep into design, manufacturing, and retail to revitalize the brand. He’s laser-focused on amplifying Roots’ iconic Canadian identity — from clothing to store experiences — to captivate both domestic and international audiences. With JM&A overseeing daily operations in Canada and the U.S., Mimran is leveraging his global expansion expertise alongside Marquee Brands’ network to conquer new markets like Korea and Indonesia. He’s also eyeing U.S. growth and travel retail opportunities, including Vancouver Airport, to boost visibility worldwide. This is Roots’ fresh chapter: stronger, bolder, and ready to go global.

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