Boutique La Vie En Rose

Boutique La Vie En Rose is a Canadian lingerie and intimate apparel retailer founded in 1985. It designs and sells lingerie, sleepwear and swimwear for women, with an emphasis on comfort and fit for real bodies. All of its products are conceived and designed by its own in-house designers, covering undergarments built for everyday wear, sleepwear, and swimwear intended to suit women of all shapes and sizes.

The company has grown from a single store in Canada into an international retailer, and now operates in Canada and abroad. It has been led by CEO François Roberge since 1996. The business sits across several retail categories, including lingerie and intimate apparel, sleepwear, swimwear and women's fashion.

Its stated positioning centres on inclusivity, on the premise that comfort and style are not mutually exclusive, and on a mission to help women feel confident and comfortable in their own skin. A customer-centric approach to making shopping easier and more enjoyable runs through the brand, alongside a Canadian heritage that it maintains as it has expanded internationally.