The Story Behind la Vie en Rose
CELEBRATING
40 YEARS OF COMFORT
CELEBRATING
40 YEARS OF COMFORT
Year after year, la Vie en Rose seamlessly weaves itself into your everyday, infusing comfort and confidence in every instant. From blissful moments of tenderness to soothing seaside getaways — we'll always be close.
WHEN EVERYTHING STARTED
La Vie en Rose is founded by Harry Kanner and opens its first store in Canada
Forty years ago, businessman Harry Kanner founded la Vie en Rose with his wife, Rosemary. Even though they left their mark on Canada's retail landscape by opening the first boutique in Toronto, the best was yet to come for the retailer, which was about to blossom under François's guiding hand.
AND SO BEGAN A SUCCESS STORY
François Roberge acquires la Vie en Rose and moves its head office from Toronto to Montreal
In 1996, François took over the reins of la Vie en Rose, which counted only 28 boutiques. He quickly set out to give it a new life by pouring his heart and know-how. The company achieved soaring growth with him as president, thus becoming the Canadian icon of lingerie and swimwear it is today.
BRINGING OUR EXPERTISE TO THE BEACH
La Vie en Rose launches Aqua swimwear
In 1998, we took the plunge into the swimwear market by creating our very own line, la Vie en Rose Aqua. This way, you can enjoy our signature comfort at home and while soaking up the sun!
OUR NETWORK KEEPS ON GROWING
La Vie en Rose goes digital: the first transactional website is born
A new shopping era opened for our customers, who saw their experience improved with the launch of lavieenrose.com. From 1999, they no longer needed to head in-store to purchase lingerie, swimwear and pajamas, as they could now get their favourites in just a few clicks.
It’s also the opening year of the first Outlet store for the company
That same year, we introduced a new concept store: the la Vie en Rose outlets, giving you access to exclusive gems and styles from previous collections for less. This is a must-visit destination to find amazing deals and refresh your dresser on a budget.
BUILDING TOWARD A ROSIER FUTURE
The Roses of Hope Foundation is created
Out of a desire to spread a little light, François Roberge created the Roses of Hope Foundation in 2002. Since then, the foundation has donated $5.1 million to non-profit organizations working for the common good and nature safeguarding, with particular care for breast cancer research—a cause that's dear to us.
Learn More about the Roses of Hope FoundationDAWN OF OUR INTERNATIONAL BLOSSOMING
The brand begins its international expansion with a first store in Saudi Arabia
Driven by our wish to bring comfort and confidence across borders, our international journey started in 2004 with the first store opening in Saudi Arabia. This global unfolding led us to Egypt, where another boutique saw the light of day, and the rest is history!
THERE FOR YOU THROUGH IT ALL
Launch of the mastectomy bra collection, la Vie en Rose Muse
Moved by the stories and resilience of women affected by breast cancer, we launched our collection of Muse mastectomy bras in 2010, aiming to help them feel beautiful and supported throughout their fight.
Discover the Muse ColletionA NEW BRA MAKES ITS DEBUT
Launch of the Memory Foam bra
In 2013, a brand-new style was introduced to our bra selection: the Memory Foam bra. What makes it so special? A super-soft fabric that, true to its name, perfectly hugs your curves!
Discover the Memory Foam Bra
UNLOCKING NEW OPPORTUNITIES
Acquisition of the Bikini Village brand
Bikini Village joined the la Vie en Rose Group in 2015, strengthening our position as a leading swimwear destination. The retailer has since continued to shine under its distinct banner with a high-end selection of products from internationally renowned brands.
Creation of the Grappe mmode
The Grappe mmode was founded with the shared ambition to reshape Quebec's fashion industry. Headed by our president, François Roberge, the organization is known for its valuable efforts in fostering innovation, driving growth, and putting local talent in the spotlight.
YOUR FAVOURITE BRA IS BORN
Launch of the Sleek Back bra
A customer favourite right from the start, the Sleek Back bra is definitely our most beloved style. Launched in 2016, it has been an absolute must-have from that moment forward.
Discover the Sleek Back BraDELIVERING COMFORT TO MORE OF YOU
La Vie en Rose extends its size range to serve you better
In 2019, we made our products available to even more women by expanding our size range, so they could also fall for their exceptional comfort and quality!
LA VIE EN ROSE GROUP IS STEPPING UP
Technological revolution at la Vie en Rose with a new ERP system
2020 was marked by the adoption of a cutting-edge IT system, a major leap forward for the company. This new tool has allowed us to streamline our collaborative work and boost efficiency across the board, from inventory management to customer experience.
Relocation of the distribution centre to the new premises on Viau Street, in Montreal
Due to our dazzling growth, moving our distribution centre—which was overflowing with boxes—elsewhere became inevitable. Therefore, we tackled the first phase of our relocation to a new head office, large enough to contain all your orders!
REDEFINING PERIODS WITH NEWEX
Acquisition of the menstrual underwear brand Newex
Goodbye, disposables! Since acquiring Newex in 2021, la Vie en Rose has changed the way you experience periods. The brand's mission? Make period underwear more accessible through affordable and sustainable alternatives to traditional protection.
Discover the Newex ColletionOFF TO NEW HORIZONS
La Vie en Rose arrives in Asia with its first store in the Philippines
Once we had set foot in the Middle East and North Africa, we set sail for Asia in 2023 to establish our presence in the southeast. Specifically, the Philippines became the first country in that region to see la vie en rose as part of our international deployment.
Relocation of the head office to the new premises on Viau Street, in Montreal
In 2020, we bid farewell to our original headquarters of Pierre-de Coubertin Avenue in Montreal for a bigger, better space. A new chapter began for our team as we moved to this freshly renovated office on Viau Street, a few steps away from the previous one.
UNITED STATES, HERE WE ARE!
La Vie en Rose enters the U.S. market with the opening of 3 stores in the northern states
Having brought comfort to women around the world, it was finally time for us to get closer to our American customers! Indeed, the end of summer 2024 saw the launch of our first boutiques in the United States—a significant milestone, with more openings ahead.
CELEBRATING 40 YEARS OF US (AND COUNTING)
La Vie en Rose celebrates its 40th anniversary
As we celebrate this wonderful 40-year adventure with you, we thank you for being part of our story! We're eager to keep growing by your side and honouring the legacy our president has built for his children, who will someday carry the torch.