Joe Fresh founder Joe Mimran is joining Dragons' Den.
CBC-TV says the fashion retail giant will be part of the next batch of business bosses fielding pitches on the reality series.
Mimran recently stepped down from his day-to-day responsibilities with the apparel brand, but remains founder and brand ambassador.
He says he's "thrilled to join" the CBC series, calling it "the perfect opportunity to share that lifelong passion and experience with young entrepreneurs."
Mimran has been behind formidable brands including Joe Fresh, Club Monaco, Alfred Sung, Caban and – with his wife, Kimberley Newport-Mimran – Pink Tartan.
The new season airs this fall. The current season airs Wednesdays on CBC-TV.
"As the brains behind some of Canada's most successful brands, he's a welcome addition to the Den," CBC executive director Jennifer Dettman said Wednesday.
Under Mimran's guidance, Joe Fresh has grown to become Canada's second largest apparel brand, encompassing women's, men's, children's, baby and beauty collections.
Mimran also oversaw the creative direction of home and entertainment brands for Loblaw, including PC Home, Life at Home, Everyday Essentials, Jump Kids World, Jogi and Tera Gear, among others.