A mini Joe Fresh store opens today at 10 a.m. inside JCPenney at Columbia Center mall in Kennewick.

Today and Saturday, shoppers at Joe Fresh will have a chance to win 12 $100 vouchers to use in the shop, one a month.

"Joe Fresh is out of Canada and advertise themselves as, 'fresh style, fresh price,' said Patricia Bardin, the mall's Director of Marketing and Business Development.

"I think people will like this addition to Penneys and the mall," she said.

Bardin took a sneak peek at the Joe Fresh shop Thursday and was impressed with the quality of the clothing -- just women's right now, men's is coming later -- and the prices, which average $29 or less.

"They're almost like a grown-up Forever 21 with crisp, clean designs," Bardin said.

Forever 21 focuses on fashion forward styles and low prices. The mall management gets a lot of requests to bring one in, she said.

You can't miss the new shop. Joe Fresh has lots of bright orange decor and is located just inside JCPenney's mall entrance.

Creating branded in-store shops within a department store is an industry trend, Bardin said. Other shops within JCPenney include M & G by Mango, Levi's, and Pearl by Georgina Chapman for Marchesa.

Pearl is a line of prom wear usually running hundreds or thousands of dollars. This is a special collection they've done for JCPenney and not all the JCPenney stores are getting them, Bardin said.

"This line of formals runs $100 or less, which is great because prom is just around the corner," she said.

Another shop that opened last week features clothing by an African designer, Duro Olowu, favored by Michelle Obama.