Retail Merchandiser - September/October 2013 - (Page T60)

E-Commerce LA VIE EN ROSE Offering the Perfect Fit La Vie en Rose gets intimate with Canadian women by offering customers high-quality merchandise and dedicated, personalized service in a boutique atmosphere. wear the correct size. To honor that promise, bra clinics are held multiple times per year and private fittings are offered in the dressing rooms. “We make a big effort to give personalized service to customers,” Izzo says. “That’s what differentiates us, all our staff are trained on how to fit women for a bra. It’s something customers appreciate.” When La Vie en Rose was founded in 1985, it was perceived to be what Izzo calls the “Canadian Victoria’s Secret.” At the time the company wasn’t selling private-label bras, but the same products as department stores and without being able to offer the same promotions and sales. This eventually led to the previous owner selling the company to Francois Roberge in 1996. “He saw the opportunity there to take over the company and turn it around,” Izzo says. “The big difference was, we started introducing our own private label.” Roberge still owns the company. La Vie en Rose created its line of products with manufacturers in China where the items are still made today. All the designs and product developments are completed in Montreal. La Vie en Rose grew from 23 to more than 165 corporate stores and more than 75 franchise boutiques worldwide, most of which are located in the Middle East. Mass-Produced vs. Unique F John Izzo, vice president of design and product development Montreal 60 inding a bra that fits perfectly is invaluable to a woman’s intimate collection. When perfection is found, the thought of losing it is frightening and Canada-based lingerie retailer La Vie en Rose understands that – which is why its most popular bras are never out of stock. “Our main product is bras; that is what we are known for,” Vice President of Design and Product Development John Izzo says. “Women are loyal to bras when they find a good fit, they will come back to us. We keep our best sellers on our shelves at all times.” The company is known as the “bra specialists” because of its commitment to helping women September/October 2013 Noting its similarities to Victoria’s Secret, Izzo says when the world-renowned chain opened stores in Canada three years ago, La Vie en Rose was initially greatly concerned about the competition. Traffic was decreased in stores, but Izzo says, Canadian women came back to them. “Women understand now the same amount of money goes further in one of our boutiques,” Izzo says. “We don’t have ‘angels’ but we know Canadian women coast to coast.” What Canadian women want is to differentiate their style from women in the United States and Europe, Izzo explains. La Vie en Rose swimwear offers its own private label of bras, panties, lingerie, sleep and lounge wear and swimwear to keep the women

Table of Contents for the Digital Edition of Retail Merchandiser - September/October 2013

Retail Merchandiser - September/October 2013
BLE 2013
Cyber Defense
Looney Tunes
The Biggest Loser
SeaWorld Parks & Entertainment
LeBlanc’s Food Stores
Clark Appliance
16 Handles
Cycle Gear
Wedge Community Co-op
All-Rite Construction Inc.
Radio Shack
Terraco Inc.
New & Notable
Focus on Convenience Stores
Bagels or Bookcases
Healthy Food
NACS 2013
Casey’s General Store
Monarch Custom Beverages
Craig Distributing
Nouria Energy
Maritime Farms
Speedy Q Markets
Parker Cos.
Orton Oil
The Linn Cos.
Tiger Fuel Co.
Architec Housewares
State Oil Co.
La Vie en Rose
New & Notable

Retail Merchandiser - September/October 2013