Family-owned Marie Claire Group, one of the largest fashion retailers in Quebec, has just launched Livøm, a Scandinavian-inspired multi-channel concept!
For the Lafrance family, retailing and women’s fashion have become expertise and a passion that has been passed down from generation to generation. United by their common passion for fashion, the couple Réal Lafrance and Marie-Claire Bousquet opened their first women’s clothing boutique in Saint-Hyacinthe in 1965. Due to the popularity of their boutique, the couple grew their business first by opening other stores, then by developing new banners such as Le Grenier launched in 1980 and Claire France in 1983. The latter was one of the first plus size fashion retailers in Quebec. In the 1990s, the group undertook a restructuring and became a manufacturer retailer. This change in direction allowed the family business to vertically integrate all stages of operations: “from design to sales.” The years 2000 were marked by acquisitions. In 2000, Réal Lafrance became the sole shareholder of the Dans un Jardin banner. In 2004, he bought the San Francisco banner. Over the decades, the group has slowly become one of the biggest players in women’s apparel and beauty care retailing with six banners, 1,500 employees and close to 300 stores in Quebec, Ontario and New Brunswick. Today, all products sold by the Marie Claire Group banners are designed at its head office in Anjou. 10% of clothing and 99% of beauty care products are entirely made in Quebec. Since 2018, the second generation of Sylvain, Martin and Stéphanie Lafrance are at the helm of the company. While their arrival coincides with a general slowdown in retail, the Lafrance siblings never gave up on their business model. Together, they have rebranded their banners by partnering with well-known personalities and redesigning their stores. 2022 is a bittersweet year for the Group which loses its founder while setting up a new ambitious project carried by the third generation. Indeed, just recently, the family group launched a new banner called Livøm. With this new Scandinavian-inspired multi-channel concept, offering both sustainable fashion clothing and eco-responsible furnishings and decoration, the group aims to rejuvenate its customer base. To this end, the project is led Paule Lafrance, the daughter of Sylvain Lafrance, who is in charge of artistic direction and marketing. This is an excellent way to renew the offer, involve the future generation and honor the legacy of its founder!
