Canadian Yoga-Focused Lifestyle Brand Lolë Returns with New Strategy After Shutting Stores in 2020: Interview


Montreal-based Lolë, an active way of living model, is poised for development as the retailer rebounds adhering to the closure of 30 suppliers in May well 2020 because of to the pandemic.

Nadine Garneau

Just lately, it declared a partnership with Tandem West Revenue to mature the model in Western Canada and Lolë is also opening its 2nd shop in Canada in the close to long run in Bromont, Quebec to complement its flagship location on Sainte-Catherine Street in Montreal.

Nadine Garneau, VP of Income at Lolë, said Tandem West Income will symbolize the brand in British Columbia and Alberta to meet up with the developing need for the organization in Western Canada.

“They’re an agency. In essence, Western Canada is a concentration for us. The manufacturer was born in Quebec and has always been seriously very well protected in Jap Canada. We have a terrific wholesale existence. We have two fantastic reps in Quebec, and we also enjoyed really strong partnerships over the years with accounts like Sports Industry experts, Hudson’s Bay, Altitude Sports, Simons,” stated Garneau.

Exterior of Lolë concept store on Rue Sainte-Catherine. Photo: Lolë
Exterior of Lolë retail store on Rue Sainte-Catherine in Montreal. Picture: Lolë

“The organization is effectively-proven right here and we determined final 12 months that generally we desired to commit in Western Canada’s wholesale market place and construct a existence there. Tandem West Profits have a substantial experience in our section. They recognize our individuals. They comprehend the product or service and in essence share the identical values as a firm. We’re tremendous fired up to have them on board.

“We’re hoping to expand in boutiques, in outdoor active life style retailers. To expand and develop and address that location that’s not remaining serviced effectively ideal now. We were being continue to servicing it internally but it is tough when you don’t have a existence specifically there to provider the shoppers in the right way.”

Lolë clothes can be uncovered at a lot more than 1,500 retail stores close to the globe, in Lolë Ateliers and on the net at

Very last drop, Lolë announced the appointment of Rob French as the brand’s new vice president of digital omni-commerce. The business mentioned French would be leading attempts in client insights, testing supply chain-to-client designs, enhancing on the internet customer journeys, sustaining and escalating Lolë’s retail brand name, and a lot more.

In the tumble of 2020, it reopened its retail store on the legendary Rue Sainte-Catherine in Montreal right after the COVID-19 pandemic pressured the closure of all of its stores in Might of 2020.

The retailer had to shut its 31 merchants (20 merchants in Canada from Vancouver to Halifax, seven stores in the US, 4 retailers in France) owing to the economical difficulties offered by the coronavirus. The business at that time had about 200 workforce.

“The world has gone through a tough time and so has Lolë,” stated Todd Steele, CEO, at the time. “Our suppliers closed throughout the country and it was a heartbreaking time for our personnel and the company all round.

“We’re excited to welcome our shoppers to a brand name new and revamped house that will be harmless, classy and entire of the Lolë necessities they’ve skipped savoring in a retailer surroundings because lockdown.

Graphic: Lole

“We closed our retailers at the outset of the pandemic. We shut them globally and finally we went as a result of a official restructuring method where by we exited the leases of those people stores, we sold the property of the corporation and re-commenced the enterprise as Lolë Manufacturers which is the new enterprise title. This Sainte-Catherine opening will be effectively the 1st reopening of any retail we’ve experienced given that the commence of the pandemic.” 

The business was begun about 30 yrs ago.

Garneau explained the company’s intention is for elevated distribution about the future calendar year across North The united states.

“In the US, we’re also centered on escalating our distribution in the core and active markets and obtaining new advocates for our manufacturer. We will also open up two to a few new retail stores in the subsequent yr as effectively – just one in Canada and two in the US,” she stated.

“And on the item aspect, we’re super excited so far with the 2022 line that we’re shipping and delivery. The item has been tremendous very well been given. We’re looking to have far more and additional product as seasonless products, this means that we would always have them in inventory. This will seriously allow for our wholesale partners to have a better means to deal with the inventory and to offer their customers with individuals merchandise above and over all over again.

“The future 5 many years I would say we’re hoping to get the Lolë consciousness globally. Correct now, the model recognition is super powerful in Canada, increasing in the US and thanks to our Quebec roots we have a wonderful manufacturer awareness also in France, but we would like to mature a lot more in the relaxation of Europe and when the time is ideal we’ve also mentioned progress in Asia. But ahead of we get there we require to solidify our position in this article which is our most important target right now.”


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