La Vie En Rose Opens First Store in Australia

La Vie En Rose in Australia

Australian shoppers will be happy to know that Canadian lingerie brand La Vie en Rose will be opening their first store in the country in the city of Adelaide.

La Vie en Rose’s first venture to Australia will mark the brand’s twelfth venture outside of Canada which already include Saudi Arabia, the United Arab Emirates, Algeria and Kazakhstan. The Australian store will be located at the capital of Southern Australia and is also the first store for the lingerie brand in the Southern Hemisphere.

According to President and CEO François Roberge, they are confident that the Australian market will be a forerunner in their venture outside of Canada as the Middle East is at the moment. Eight stores have already been opened in the Middle East, the most recent of which was on April 15th of this year in Qatar. Roberge observes that there are a lot of similarities between Canadian and Australian consumers with regards to behaviours, values, body types and disposable incomes. “The lingerie and loungewear markets are far from saturated in Australia. The leading international brands are not yet well established,” adds Roberge.

To keep up with trends in Australia, the store reviewed their line and has opted not to sync the collections with the ones in Canada because of the differences in seasons. Products that evoke “natural beauty, confident sophistication and sensual passion” are targeted to women from age 25 to 45 and will be available at affordable prices.

With this in mind, the store which opened on May 30th, will showcase their wide range of lingerie, sleepwear, loungewear and swimwear same to those that are sold in Canada. The lingerie retailer is expected to add 14 more stores in the country for the next 7 years with a total of eighty stores.

These additions are expected to highlight La Vie en Rose’s continuing success since Roberge’s acquisition of the company in 1996. At present, the chain has more than 160 stores nationwide and will continue to target more global expansion cementing the brands success in lingerie retail. For more information on La Vie en Rose visit


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