La Vie en Rose, the lingerie and swimwear brand from Canada, is eyeing China – and eyeing big.
The fashion label will be making its foray into China with the launch of a store at PO Park shopping mall in Guangzhou later this month. And this will just be the beginning!
The brand’s products will also be launched on Tmall online retail platform.
As a key part of its business strategy, the brand intends to become twice as big and profitable in China in next 3 years.
Accepting that it will be a big challenge to start in China, Francois Roberge, President and CEO, La Vie en Rose, said “We are ready to accept the challenge of taking our first steps in China. The first 2 years will be a learning period for us.”
He added “The key is to understand how the market works so as to build a foundation for our expansion.”
This store is just the starting point for the fashion label in China. Explaining further, Aurélie Daoust-Lalande, Vice President, Strategy and Development, La Vie en Rose, said “In next 2 years, we plan to open several physical locations in Guangzhou. We have an ambitious goal of doubling the size and profitability of our company by 2022. Our expansion outside Canada will play a major role in achieving this objective.”