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Winnipeg Free Press - PRINT EDITION

La Vie en Rose outlet to open

By: Geoff Kirbyson

Posted: 02/22/2013 1:00 AM | Comments: 0

Handout La Vie en Rose plans to open its fourth city location, on Kenaston Boulevard. (POSTMEDIA)

The owners of La Vie en Rose aren't the least bit scared of whatever secrets Victoria may be hiding.

The Montreal lingerie retailer opens its fourth location in Winnipeg Friday. This one, located on Kenaston Boulevard, is its first outlet store and will feature half of its merchandise on sale or at liquidation prices. It also boasts a line for men, which isn't available at its regular stores, and its LVER collection, which is lower-priced items for women and young women.

Company spokeswoman Emilie Gentes said the late 2012 arrival of Victoria's Secret at Polo Park shopping centre hasn't affected its stores in St. Vital or Kildonan Place because they're not in the same neighbourhood. Its Polo Park store, on the other hand, has felt the impact, but probably not one most people would have expected.

"We noted an increase in traffic, in fact. People are curious about Victoria's Secret. It is a marketing machine," she said.

Gentes said the core business of Victoria's Secret is "sexy lingerie" targeting women in their mid-20s.

"Our customers are mostly in their mid-30s and our offer is broader in styles to meet various shapes. We offer the very comfy bra with wider straps, the sexy push-up, the breast-feeding bra, the all-lace balconnet bra, the seductive teddy as well as fun, comfy PJs. We really fulfil different types of lifestyles and needs," she said.

-- Geoff Kirbyson

Republished from the Winnipeg Free Press print edition February 22, 2013 B12

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