Miniskirts. This fashion symbol of sixties stole the show in the first Marie Claire boutique opened in 1965. Ever present, the Quebec retailer, which today has 300 stores, has pulled off a tour de force. He knew how to “age with his clientele”, go through fashions and survive the pandemic.
The Marie Claire Group is rather reserved, it does not make much noise. “My father was very discreet and he passed that on to us,” recognizes Sylvain Lafrance, president of the family business founded by his parents.
But things are about to change. “Lately, we decided to make ourselves known,” says Mr. Lafrance confidently on the phone. The retailer, which includes Marie Claire Boutiques, Grenier, Claire France, San Francisco, Livøm and Dans un Jardin, recently hired the services of a public relations firm to increase its visibility, devised several marketing strategies and announced its partnership with the popular animator Véronique Cloutier in order to offer collections under the Véro brand.
The creation of the Livøm stores, a new concept which aims to win over a younger clientele by offering comfortable clothing, decorative items and furniture, is also part of the maneuvers put in place to ensure that the Group remains firmly in the minds of consumers. “We decided to combine clothing, furniture and decoration in the same store. Everything is for sale: the light, the table, the clothing, the shelf, the cash counter,” proudly explains Mr. Lafrance, describing Livøm.
It is sure that it is a strategy to seek a different clientele. We didn’t want to create a brand that played in the flowerbeds of others.
Sylvain Lafrance, President of the Marie Claire Group
The company currently has four Livøm stores and has every intention of exporting its concept outside of Quebec, and even beyond the Canadian borders.
The secret of success
Despite all these projects, by the admission of its president, the last few years and more recently the pandemic have been difficult for Marie Claire, and for many Quebec retailers, some of which have very nearly disappeared. “We were scared, it’s final. I won’t hide it,” says Mr. Lafrance.
In the circumstances, how do we manage to survive? What is the recipe for success? “You have to be present in your business, pay attention to your expenses, there is no secret”, answers the man who directs the destinies of the company with his sister Stéphanie and his brother Martin.
Beyond the principles that prevail in business, an unknown has been added to the equation, allowing the Group to break even during the pandemic: disinfectant gel.
The idea of marketing a gel in the Dans un Jardin shops was already lying around “on the project shelf”. But as in many cases, the COVID-19 has forced the company to realize its idea quickly.
“The day all the shops closed, the disinfectant gels began to sell enormously [en ligne], says Sylvain Lafrance. The first week, we made sales never seen before. The Bank of Montreal bought 12,000 bottles. Everyone was looking for it everywhere. »
When COVID arrived, Dans un Jardin was one of the brands that helped us get through it.
Sylvain Lafrance, President of the Marie Claire Group
It is also a sweet comfort for the leaders of the company. These have not always had good times with Dans un Jardin, which markets a range of body and bath products. After coming close to bankruptcy in 2018, the retailer, owned by the Lafrance family, but managed at the time by a “third party”, was brought back into the fold of the Group.
“We decided to take over the reins of Dans un Jardin, to bring it to our head office and to be really present,” explains Sylvain Lafrance.
While the products were sold in 800 points of sale (pharmacies) and in about sixty stores, the company embarked on a slimming diet. ” It was too much. The pie was separated into way too many pieces. »
Today, Dans un Jardin has 30 stores.
A family story
Now that the company is run by the second generation, the influence of the parents who founded it is still felt. During the interview, Sylvain Lafrance will quote his father, who died recently, several times. And Mme Lafrance, the famous Marie Claire, shows up at the office… every day.
“She wants to get involved. She doesn’t want to stop working. Recently, she went to see her doctor and he told her that work was good for her. »
“She took it for granted. cash and she’s still there today, says her son, laughing. He told her what she wanted to hear. »
Now that the children are grown up, they fully intend to ensure the continuity of the company by thinking of future generations. “Our first store opened in 1965. At that time, our customers were 18 years old. We were selling miniskirts. Our clientele who knew us at that time, they never left us and they grew old with us. And now, it’s the new, aging clientele that we’re trying to attract. »
Marie-Claire Group
First store : 1965
Number of stores (2022) : 300
Shops : Attic, Marie Claire, Claire France, San Francisco, In a Garden, Livøm
The head office : Montreal
Number of employees : 1643 (head office and stores)