Montreal鈥檚 La Vie en Rose is wise to take a gradual approach to U.S. expansion
Lingerie retailer La Vie en Rose operates in 20 countries, but they haven鈥檛 expanded to the neighbouring United States 鈥� until now. The Montreal-headquartered company is opening three stores in New York state, with an eye cast toward operating nationwide one day. But with a more crowded market for lingerie in the United States, they鈥檙e taking a cautious approach. 鈥淲hat they鈥檙e doing is quite astute,鈥� said Charles de Brabant, Executive Director of the . 鈥淚t makes sense for them to take a crack at the U.S. market, but many retailers have taken a beating by being too aggressive in the U.S. A gradual approach isn鈥檛 as risky.鈥�
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