Aimed at the increasing working women market, the company sought to offer a "personal service robe in each changing room and a well trained staff.

Roberge financed the sale primarily from loans and personal savings, and secured 23 of the company's 26 stores—which were at the time losing a million dollars a year.

The first year under new ownership proved profitable and shortly after La Vie en Rose started opening stores annually.

[1][5] In 2004, La Vie en Rose expanded internationally into the Middle Eastern market when they opened a store in Saudi Arabia.

[1][9] Having seen a positive results from the venture, the company has increased their operation in the region opening 56 boutiques with additional locations in Lebanon, the United Arab Emirates, Jordan, Egypt, Kuwait and Algeria.

The United Arab Emirates has the second largest number of stores outside of Canada, after Saudi Arabia, with a total of ten stores, nine in Dubai and one Abu Dhabi[9] The most recent La Vie en Rose location opened January 2011 in Astana, Kazakhstan and as of September 2011 plans are underway expand to an additional 10 new countries by 2013 which is set to include India, China, Azerbaijan and Georgia.