National Post

Lingerie market in Muslim countries booming
Behind their more modest street clothes, many women in Arab countries apparently are wearing North American lingerie as western companies expand into these markets.

With slightly lower hems and largely altered advertisements, Canadian lingerie retailer La Vie en Rose has made a splash in Arab countries.

About 10% of the Montreal-based company’s annual revenue comes from its stores in Arab countries, and the company plans to expand to meet growing demands there, said Luc Poirier, the CFO and vice-president of international business.

“It was a bit surprising to see the growth compared to the Canadian market,” Poirier said. “Still, we feel that women, whether Muslim or whatever the religion, like to be fashionable. So if there’s a demand there, we thought we should try to serve it as well as we do here in Canada.” (Photo: Patrick Smith for National Post)