Quebec-based lingerie and swimwear chain sets sights on Eastview Mall for one of its first U.S. stores

Montreal, Quebec-based lingerie and swimwear retailer la Vie en Rose hopes to open one of its first U.S. locations at Eastview Mall this summer, a company spokesperson confirmed.

It would be the initial step in a long-term expansion of the chain that could see as many as 400 stores open across America, chief executive and owner François Roberge recently told the Montreal Gazette.

“Staying close to the Canadian border gives us a better chance of success,” Roberge said. “We will focus on the Northeast, from New Jersey and upwards. These are cold-weather states, just like Canada. But we won’t be present in the very large markets. We won’t be in downtown Manhattan. We’re looking for midsized places like Rochester, Syracuse, Buffalo or Portland, Maine — cities that are close to Canada.”

Mall owner Wilmorite did not immediately respond to a request for more information.

Montreal, Quebec-based lingerie and swimwear retailer la Vie en Rose hopes to open one of its first U.S. locations at Eastview Mall this summer.
Montreal, Quebec-based lingerie and swimwear retailer la Vie en Rose hopes to open one of its first U.S. locations at Eastview Mall this summer.

Currently, la Vie en Rose has 300 boutiques in 19 countries.

The company’s U.S. push comes as the market dominance of Victoria’s Secret has slipped, the Gazette stated.

In late January, Wilmorite announced other changes coming to Eastview, including the addition of high-end outdoor furniture store Flamingo Patio and Barnes & Noble, which is ramping up for a spring opening.

Last October, eyeglass retailer Warby Parker opened a store at Eastview — its first in western New York and second in the state outside the New York City area.

Reporter Marcia Greenwood covers general assignments. Send story tips to mgreenwo@rocheste.gannett.com. Follow her on Twitter @MarciaGreenwood.

This article originally appeared on Rochester Democrat and Chronicle: la Vie en Rose eyes Eastview Mall for one of its first U.S. stores