Monday, September 25, 2023
Monday, September 25, 2023


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Apparel Group brings Canadian lingerie brand la Vie en Rose to India

Leading Canadian lingerie and sleepwear brand, la Vie en Rose, has entered the Indian market with the opening of its first store on July 28, 2023.

Located on the ground floor of DLF Mall of India in Noida, the new store features an extensive range of meticulously crafted lingerie, sleepwear and swimwear designed to enhance and embrace the diverse body types and individual preferences. From delicate lace to comfortable pajamas, la Vie en Rose will provide a wealth of options that empower women to feel confident and beautiful.

“We are excited to bring the la Vie en Rose experience to India. Our expansion into this thriving market reflects our dedication to providing customers with exceptional fashion options and an enjoyable shopping journey,” said François Roberge, President & CEO, la Vie en Rose, who took over the company in 1996.

Lina Di Liello, Chief Merchandising Officer for la Vie en Rose, added, “We look forward to empowering women and encouraging their self-confidence through our high-quality products.

Founded in 1985 and based in Montréal, Boutique la Vie en Rose Inc. has over 4,500 employees and 280 stores across Canada under two separate brands – la Vie en Rose and Bikini Village. Currently, it has nearly 400 stores in 20 countries across the world.

The brand has been launched in the country in conjunction with Apparel Group Ltd. Apparel Group is a global fashion and lifestyle retail conglomerate residing at the crossroads of the modern economy – Dubai, United Arab Emirates. It caters to shoppers through its 1,900+ retail stores and 75+ brands on all platforms while employing over 16,500 multicultural staff.

Tushar Ved, President, Apparel Group (India), said, “We are happy to bring la Vie en Rose to India, an iconic brand that embodies a lifestyle that celebrates self-confidence and empowers individuals to embrace their true selves. Our vision is to fill the void in the lingerie and sleepwear industry with a touch of elegance, sophistication, and attainable price points.”

We are committed to enhancing the apparel landscape in India by bringing world-class quality and fashion-forward designs. With la Vie en Rose, we aspire to elevate the intimate wear shopping experience, inspiring a newfound sense of confidence and allure for our discerning customers in India. This is an exciting opportunity to connect with customers and present them with an opportunity to experience the brand’s diverse range of lingerie, sleepwear and swimwear,” added Abhishek Bajpai, CEO, Apparel Group (India).

The new store will create a warm and inviting ambience, complemented by knowledgeable and friendly staff that is passionate about assisting customers in finding their perfect fit and style. This eagerly anticipated launch signifies la Vie en Rose’s commitment to setting new benchmarks in lingerie and sleepwear fashion, combining comfort and style.

Apparel Group Pvt India Ltd. has successfully created an omnichannel shopping ecosystem for its customers under the aegis of its Founder & Chairwoman, Sima Ganwani Ved. It operates brands from the USA, Canada and Asia including leading names in fashion, footwear, and lifestyle such as Charles & Keith, Victoria’s Secret, Victoria’s Secret Pink, Bath & Body Works, La Vie en Rose, Aldo, Aldo Accessories, R&B, Inglot, Call It Spring and Beverly Hills Polo.

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