For François Roberge, President of la Vie en Rose, the retail world is more than a business—it’s a lifelong passion built on grit, instinct, and a drive to finish what he starts.
Earlier this year, the Retail Council of Canada (RCC) honoured Roberge with the Lifetime Achievement Award at the Excellence in Retailing Awards.
The RCC said this honour is presented to a distinguished industry leader whose vision and impact have reshaped the retail landscape. Roberge was recognized not only for his outstanding business leadership, but also for his lasting contributions to elevating Quebec’s fashion industry and strengthening Canada’s presence on the global retail stage.
Raised on a farm in Quebec and born into a family of merchants, Roberge began his career in retail behind the wheel of a delivery truck for Boutiques San Francisco. In 1996, he acquired la Vie en Rose and began a thoughtful transformation of the brand, relocating its headquarters to Montreal and charting a course for growth. Under his leadership, la Vie en Rose expanded internationally, entering the Saudi Arabian market in 2004, acquiring Bikini Village in 2015, and launching into the United States in 2024. Today, the brand is recognized as a global leader in intimate apparel, with over 400 stores across 20 countries and a team of more than 5,000 employees
Formative years learning discipline on a farm
Roberge, who was born in Quebec City in 1962, spent his formative years learning discipline on a farm. “When you start something, you must finish it. When you cut grass or care for animals, it’s seven days a week, just like retail. And you live with the seasons, which is similar in retail, too.”
But working the land wasn’t a long-term plan. “My dad never paid me. So I said, ‘If you don’t pay me, I’ll leave.’ And I did.”
That decision launched a 44-year journey in retail. “My first job was as a truck driver delivering goods to retail stores—for my uncle—44 years ago. That’s how I started.”
His uncle, a prominent Quebec retailer, owned Groupe San Francisco and Bikini Village. “He had about 185 stores at the time, before it all went bankrupt. He was one of the top retailers in Quebec.”
Roberge worked with him from 1981 to 1995, before seizing the opportunity to acquire the struggling la Vie en Rose chain.
Taking over the struggling la Vie en Rose chain
“It was a nice company owned by Algo Group. They were a dress manufacturer and also owned la Vie en Rose and One Plus One… la Vie en Rose had 26 stores across five provinces and was losing about $600,000 a year. I decided to buy it and turn the company around.”
The decision was rooted in experience: “My last job with my uncle was turning bad divisions into profitable ones. I’m good at turnarounds. I wanted a new challenge, and the name la Vie en Rose was strong. The store locations were great—Sherway, Yorkdale, Eaton Centre, Robson, Polo Park.”
From 23 stores in 1995, the brand has grown to 426 stores internationally. “We’re close to $650 million in revenue. We’re a good retailer. Not many know that, but we are.”
Asked what draws him to retail, Roberge shared: “My whole family was in retail—my uncle, my grandfather. My dad was a pharmacist but still did some retail.”
“What I love is the customer connection. You give them an experience, you sell goods, and you get paid right away. I love buying, sourcing, the whole process. I feel like a fish in water—comfortable and stress-free. This is my life.”
He leads with a team-first philosophy: “We win together, we lose together—but mostly, we win. It’s all about the team. My most important asset is my people. We’d never have achieved what we did without them.”
With a team of 5,000 employees, Roberge is quick to highlight their role in the company’s success. “That’s why in June we celebrated 40 years of la Vie en Rose. I’ve run it for 30 years . . . I changed the vision, but I’m proud to continue the idea.”
Looking to the future
Recently recognized by RCC, Roberge admitted: “I was very pleased. I’m not someone who chases awards—I just do my job. I hope I can continue to succeed. I said yes to the award, but I hope it’s not a sign I need to retire yet. I still have projects to complete.”
Looking ahead, Roberge sees transition on the horizon. “Hopefully my kids will take over in three to five years. I’ll be 67 or 68. I will be the President of the Board, stop to visit malls, visit factories, do other things. I’ll still be around to share experience, but it’s time to pass on the daily stress.”
“Retail is hard on the body, and the future is in technology—and I’m not a tech guy. My daughter and son, who are 35 and 33, will be ready soon.”
Reflecting on how retail has evolved, he said, “Forty years ago, we had so many Canadian retailers. Today, very few remain. It’s a tough market. New concepts last five to seven years, not 15 anymore. Everything changed—data, CRM, the web, social media.”
“Retail used to be about product, price, place, and promotion—now it’s a whole new game. Cash flow is key, not profit. If you don’t understand your mistakes fast, you’ll be in trouble fast. You need to be smart.”
But one thing hasn’t changed: the customer. “I’m a brick-and-mortar guy. Online is only 9% of my business. I like touching the customer experience directly.”
“Omnichannel is key—web, social, and physical stores all need to work together. The experience must be the same, regardless of the channel. Customers want fast service, good prices, good quality.”
Outside of retail, Roberge finds peace on his maple tree farm and fishing trips. “It’s a maple tree farm with a sugar shack. I make maple syrup.”
“My second passion is my family, and third is fishing. I go to northern Canada, B.C., Panama, the St. Lawrence River. I have a fishing boat.”
“I love it because I can turn off my phone and clear my mind. Same with the farm—cutting trees, working in the forest—it helps me disconnect.”
The biggest player in lingerie and swimwear in Canada
Pride in his company’s performance is unmistakable. “One thing you should know—I’m very proud of our team. We made 55 deals in Canada and five in the U.S. last year. The company has zero debt. We operate entirely with cash flow. That’s freedom.”
“I don’t spend money recklessly, but I have a clear vision, and that freedom is an incredible feeling.”
And for anyone who’s underestimated la Vie en Rose, Roberge has a final reminder: “La Vie en Rose is the biggest player in lingerie and swimwear in Canada. Close to 330 stores across the country—we’re bigger than Winners and everyone else in that space.”
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