September 13, 2024 – Rochester, NY – Eastview announces the Grand Opening of La Vie en Rose – the Canadian retailer’s second location in the United States. La Vie (vee) en Rose focuses on providing shoppers with high-quality and affordable undergarments, lingerie, loungewear, sleepwear, swimwear and beachwear.
Family-owned business and leader in the lingerie and swimwear industry, la Vie en Rose occupies 3,637 square feet in the JCPenney Wing and can be found next to American Eagle. Based in Montréal, la Vie en Rose celebrates customers through products that fit real life and their body perfectly, while making shopping fun and effortless; staff is trained to measure clients and find the best fit for each of them.
Founded in 1985, la Vie en Rose has been a Canadian leader in the lingerie and swimwear industry since its acquisition by François Roberge in 1996. Based in Montréal, the company has over 4,600 employees and more than 220 stores across Canada. The family-owned business has been growing internationally since 2004 with the opening of nearly 400 stores in 20 countries.
Earlier this year, Eastview also announced new merchants Aur Society, slated to open late-fall 2024 and PacSun (Pacific Sunwear) who will return to Eastview in the Spring of 2025. In addition to La Vie en Rose, Eastview has opened more than seven merchants in the last twelve months including national brands Barnes & Noble, MINISO, Dry Goods, and Warby Parker
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