Canada-based lingerie brand La Vie en Rose's François Roberge on creating quintessential innerwear for the contemporary Indian woman

Having begun its international expansion in 2004, Canada-based lingerie retailer La Vie en Rose has finally come to India having opened its very-first store at the DLF Mall of India in Noida in July. With its style mixing comfort with delicate femininity, the brand looks to target the Indian millennial woman and provide them exceptional fashion options and an enjoyable shopping experience. 

Bazaar India, in an exclusive chat, spoke to president and CEO, François Roberge, where he shed light on the brand's plans in India, the experience, adapting to the Indian market, and more. 

Harper’s Bazaar: You have finally launched in India, has this been a long-standing plan for you? 

François Roberge: I made my first trip to India back in 1997. We saw great potential in the Indian market but decided to seriously explore it only around 2014. These things typically take years, but the Covid situation slowed down our progress. Nevertheless, we’re prepared now. The process took nine years, but in the world of business evolution, patience is essential. It’s important to take your time, but we’re fortunate to have a fantastic partner. I believe the future holds amazing things.”

HB: Who is your target customer? 

FR: Our focus is primarily on middle-class women aged 25 to 40. This market demographic offers a lot of potential. There are many such women not only in India but around the world, and that’s where our attention is directed.

HB: Tell us a little about the story behind the brand name ‘La Vie en Rose’ 

FR: The brand name has a romantic connotation with floral associations, as it means “flowers” in French. It caught my attention because it had a strong presence, and held personal significance for me due to the iconic song ‘La Vie en Rose’ sung by popular French singer Édith Piaf. We started with this name, and over time, it became a powerful and recognised brand. I’ve loved it since the beginning and still do.

HB: What inspired you to venture into lingerie and swimwear, particularly for women? 

FR: I was 33 when I was actively seeking a retail opportunity, exploring options for kids, men, and women. Eventually, I stumbled upon the lingerie market and it was a remarkable discovery. Lingerie is an essential and evergreen segment of the market. Back then, it was different, mostly limited to black, white, and beige. Today, it’s more fashion-forward, seasonal. It turned out to be a fantastic business move, and I felt it was the right time and place to jump in.

HB: What kind of experience do you want to provide Indian women through La Vie en Rose? 

FR: For us at La Vie en Rose, comfort is paramount. Comfortable and well-designed undergarments are crucial because we wear them every day. Our focus extends to sleepwear and loungewear, ensuring a year-round experience. Whether it’s intimates or swimwear, we aim to provide an experience centered around quality, comfort, and affordability—this combination is what sets us apart.

HB: Will you be adapting your designs, styles, and sizes to suit the Indian market?

FR: Indeed, it’s a crucial consideration. In the first year or so, we’ll test and adjust our sizing to cater to the Indian market’s preferences. We offer a range from extra small to double XL, and different markets have varied sizing requirements. We’re also open to producing exclusive styles based on the needs of women in the Indian market. So, we’re committed to understanding and adapting to the market as we move forward.

HB: How does la Vie en Rose stand out from other lingerie brands in India? 

FR: Surprisingly, despite major international competitors like Victoria’s Secret, our competition in India seems relatively manageable. We stand apart from brands like Victoria’s Secret and La Perla that have a more overtly sexy and aggressive approach. Our focus is on being different, providing a unique niche in the market. The timing also favours us, as India has rapidly evolved over the past few years, presenting a favourable opportunity.

HB: Can we expect more La Vie en Rose stores in India? 

FR: Absolutely. We’re planning to open two more stores. We already have three stores operational, and the plan is to expand further. We’re also emphasising our online presence with e-commerce channels and a newly launched website, which we believe will play a significant role in our growth.

HB: You’ve shown an admirable commitment to community impact. Could you tell us about your 'Roses of Hope' initiative? 

FR: Our ‘Roses of Hope’ initiative started in Canada and began as a way to contribute positively to society, focusing on breast cancer research. Over time, we’ve raised close to $3-4 million for the same, which is very dear to our hearts. We also extend our support to women in need, including those requiring baby essentials. Although the initiative was born in Canada, we’re considering ways to collaborate and make a meaningful impact for similar causes in India in the future.