A Remarkable Canadian Retailer: la Vie en Rose

November 28, 2024

By ELLEN LEWIS

A few weeks ago, I met a fascinating man, François Roberge, CEO and owner of the Canadian Lingerie retailer, la Vie en Rose. Historically, I shy away from showcasing mass chain stores. Why? Because in the interest of creativity, I find the boutiques much more unique in their persona. Identifying creativity is a huge part of our Lingerie Briefs’ mission. But, after chatting with François, I knew that this Intimate Apparel monolith was different. François reminds me of the merchants that inspired my career. His approach to merchandising is reminiscent of my own training and career trajectory at Macy’s NY. It’s a fact. A company’s blueprint descends from its leader. I was impressed.

François has built la Vie en Rose into a 400-store chain focused exclusively on Lingerie. Its portfolio, completely private label, consists of 40% bras and panties, 32% sleepwear and robes and 28% swimwear. The collections, all developed in Montreal, are geared towards sizes XS-XXL, 32-42, A-E. Plans are in the pipeline to extend sizing. Sold in 18 countries and produced in the same 67 factories since 1997, La Vie En Rose is a 40-year-old family-owned brand with NO debt.

François positive attitude towards his employees and commitment to charity are also notable. He has powered through really tough times like the pandemic. Recognizing the importance of its managers, no one was fired. He says that it takes years to build a team. Donating to breast cancer, conservancy organizations and women in need, la Vie en Rose is hyper aware of its community.

This year, la Vie en Rose begins its USA strategy with 2 stores positioned in NJ and New England. Moving cautiously, like everything they do, they plan to open 7-10 stores per year in small town destinations. Testing the waters, analyzing data and remaining financially responsible without compromising quality or their people, they are staying true to their long tail approach. I will be watching.