La Vie en Rose, which literally means “life in pink,” has served as an inspiration for countless creative pursuits, including marketing as seen in the latest Canadian brand – a leading name in women’s underwear, sleepwear and swimwear — to establish shop and open its second store in Manila.
By Alex Y. Vergara
How could one miss such a classic French line as immortalized by legendary French singer Edith Piaf?
La Vie en Rose, which literally means “life in pink,” which could also mean seeing life and all its beauty and goodness through rose-colored glasses, has served as an inspiration for countless creative pursuits, including marketing as seen in the Canadian women’s intimate apparel, sleepwear and swimwear brand based in Montreal.
La Vie en Rose, the newest Canadian import to hit the Philippine market, recently opened its second store in the Philippines at Uptown Mall in Bonifacio Global City. Ben Chan, founder and CEO of Suyen Corp., the company responsible for bringing it here, led the opening, which doubled as La Vie en Rose’s official launch.
(FROM LEFT) Graham Coates, FVP and head of Megaworld Lifestyle Malls: Bryan Lim – VP for Business Development of Suyen Corporation; Virgilio Lim, president of Suyen Corporation; Ben Chan, chairman and CEO of Suyen Corporation; Kevin Tan, chief executive officer of Alliance Global Group, Inc / Megaworld; Honorable Ambassador David Hartman, ambassador of Canada to the Philippines; Cindy Patterson, La a Vie en Rose brand and operations director, international
Also gracing the event was La Vie en Rose’s Cindy Patterson and a bevy of Manila-based beauty queens, celebrities and influencers. Models paraded in key pieces from the brand in a mini fashion show that preceded the store’s opening.
Patterson revealed that a third La Vie en Rose branch in Tri-Noma is poised to open later this month, while a fourth one located at Robinson’s Manila in Ermita will open just in time for the Christmas shopping season. Founded in 1985, the brand has stores all over Canada and certain cities in the Middle East and North Africa. It also has an online presence in several countries, including the US.
The Philippine market, said Patterson, is important and special to La Vie en Rose because it marks their first foray into Asia. And if it continues to flourish, trust the brand to establish and open new markets in other Asian countries.
“We are mid-range in terms of pricing – very affordable, our designs quite fashionable,” she said. “What sets us apart from the competition is the variety and wide selections we offer. And since we offer women sleepwear, lingerie and swimwear, we are a one-stop shop.”
As far as demographics go, La Vie en Rose also caters to a wide segment – “Women who want to feel good and comfortable regardless of their age. We have something for everyone,” Patterson added.
The Philippine market’s response to the brand has been “great so far.” And now that La Vie en Rose has been officially launched, Patterson is confident that more Filipino women will discover for themselves and be delighted with the range, styles and quality the brand has to offer.
