Quebec-based swimwear and beachwear retailer Bikini Village has revealed a new look for its stores, a new logo, and plans to expand its operations into Western Canada. Bikini Village was purchased by Canadian lingerie retailer La Vie En Rose in the spring of 2015, after Bikini Village sought bankruptcy protection due to millions in losses and as part of the deal, Bikini Village would continue to operate almost all of its locations.
“After 12 months of hard work and investment to realign the buying, strategic direction and positioning, and launching an online store, it was time to highlight a new era with a revamped logo and a new store design,” said François Roberge, President and CEO of Boutique La Vie en Rose Incorporated. “Looking in to the future, we have chosen a branding with a modern profile and a sumptuous metallic colour reminiscent of the sun, warm sand, and golden tans. The breath of fresh air that we are bringing to Bikini Village with a product offer featuring coveted brands and combined with an updated visual identity will increase the retail chain’s notoriety and allow us to expand.”
Farla Efros, President of leading retail consultancy HRC Advisory, said that given the current volatility in Canadian retailing, the timing is right for Bikini Village’s overhaul. She explained how Millennials and ‘Generation Z’ consumers are increasingly seeking experiences, and how the overhaul will help better attract these youthful shoppers to its stores. Customer frequency and retention are key to retailers’ success, and the fresh new stores will help gain the loyalty of new consumer groups.
Bikini Village’s stores will be renovated to reflect a sleek, modern look inspired by cabanas, with interiors designed to showcase the retailer’s colourful products. At the end of May, 2016, its renovated Montreal CF Galeries d’Anjou unit will reopen and in the summer of 2016, renovated locations will reopen at Montreal’s Carrefour Angrignon and at Ottawa’s Bayshore Shopping Centre. Bikini Village currently operates stores in Quebec, Ontario, New Brunswick and Nova Scotia.
Bikini Village will also expand its operations into Western Canada this year, beginning with a new store location this June at West Edmonton Mall. The company will further expand its operations with plans to open stores in key Western Canadian markets, with more details to follow.
