La Vie en Rose Continues to See Exceptional Growth

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Montreal-based lingerie retailer La Vie en Rose has been growing its operations domestically by opening several stores each year. The company has revealed that it will open five more stores before the end of June of this year, as its store count in Canada approaches 200 units. The company is also expanding operations internationally, as well as online.

Founded in 1984, La Vie En Rose sells a range of undergarments, sleepwear and swimwear, aimed at women aged 25-55. It also offers a range of men’s underwear, sleepwear and loungewear. The company has over 275 stores in 17 different countries worldwide, with close to 190 of those in Canada. Its first international location opened in 2004 in Saudi Arabia, where it now operates about 40 stores.

Marie-Noel Gervais, vice president of eCommerce and Marketing Strategy at La Vie en Rose, discussed the company’s exceptional growth that is being seen both in stores as well as online. This spring, La Vie en Rose will open six stores in Canada. Five of those are in Ontario — a location opened earlier this month at CF Fairview Park in Kitchener and at the end of May, stores will open at Dufferin Mall in Toronto, as well as at CF Lime Ridge in Hamilton. In early June of this year, La Vie en Rose will open at Toronto’s CF Sherway Gardens and towards the end of June, Mississauga’s Erin Mills Town Centre will see a location.

Image: La Vie en Rose
Image: La Vie en Rose

La Vie en Rose will also open on May 3 of this year at the Outlet Collection Winnipeg and, later this year, at Calgary’s CF Chinook Centre. Some existing stores will also be renovated this year.

A number of franchised international locations will be opening over the next few months as well. La Vie en Rose’s website says that its goal is “to be present on every continent, including Asia, Latin America and Africa,” going on to say that it aims to expands its “core division abroad by building close relationships with passionate licensees who have extensive fashion retail experience”.

La Vie En Rose also has extensive eCommerce offerings in Canada, noted Ms. Gervais, and in November of 2016, the company began shipping online purchases to the United States.

Image: La Vie en Rose

A new ad campaign with the tagline “Confidence Through Comfort” focuses on what women want from their clothing — a deviation from traditional lingerie marketing. Ms. Gervais noted that the campaign is an evolution of its positioning after listening to its consumers, reflecting “empowerment” and “confidence”.

La Vie En Rose works with brokerage Oberfeld Snowcap for its Canadian real estate negotiations. Ms.Gervais noted that future La Vie en Rose locations will be in the 3,000 to 3,500 square foot range, for the most part within shopping malls.

Article Author

Craig Patterson
Craig Patterson
Located in Toronto, Craig is the Publisher & CEO of Retail Insider Media Ltd. He is also a retail analyst and consultant, Advisor at the University of Alberta School Centre for Cities and Communities in Edmonton, former lawyer and a public speaker. He has studied the Canadian retail landscape for over 25 years and he holds Bachelor of Commerce and Bachelor of Laws Degrees.

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