Canadian lingerie brand La Vie en Rose has opened its first store in India in collaboration with local distributor Apparel Group.
Located at DLF Mall in Noida, the store spans 1,000sqft and offers products including lingerie, sleepwear, and swimwear.
Francois Roberge, president and CEO of la Vie en Rose, says it took a long time for the brand to launch in India, which is expected to be the potential market for the brand in the next 10 years besides Canada and the US.
“Our vision is to fill the void in the lingerie and sleepwear industry with a touch of elegance, sophistication, and attainable price points,” Tushar Ved, president of Apparel Group told local sources.
In addition, Apparel Group will launch two additional stores at Mall of Millenium in Pune in September and Bengaluru’s Mall of Asia in October, both spanning 1,200sqft.
The brand also focuses on omnichannel, allowing customers to purchase through its website and markets like Myntra and Nykaa Fashion.
Founded in 1985 and headquartered in Montreal, Boutique La Vie en Rose operates 280 locations across Canada under two distinct brands: La Vie en Rose and Bikini Village. It currently operates more than 400 outlets in 20 countries worldwide.
