First telier Lolë opens today on Montreal's St. Denis Street

MONTREAL, Sept. 16 /CNW Telbec/ - The first Atelier Lolë (workshop) officially opens today in Montreal. Located on Rue St-Denis, the Atelier expresses the innovation and creativity behind the Lolë brand and its commitment to encourage women to move every day. This first Atelier Lolë will serve as a model for 40 other locations that the brand hopes to establish in North America and around the world over the next five years.

Although well known for its versatile, intelligent feminine active wear and health-based philosophy, Lolë wants to establish an emblematic outlet to symbolize its involvement in the priorities of today's women."The Atelier is intended primarily to serve as a source of inspiration, as well as a showcase for our new products and concepts, and also as a place where women who share our values can connect with one another," explains Bernard Mariette, president and CEO of Lolë.

"Our brand is already well positioned in the feminine and technical clothing market, due to its manypoints of sale. The aim of our first Atelier Lolë is therefore to complement our distributors' efforts and further support the kind of lifestyle we're promoting," adds Mr Mariette.

The concept behind the Atelier, developed with Groupe Cossette's Identica in collaboration with thearchitectural firm of edifica, is an expression of the Lolë woman's lifestyle, in all its active and social aspects, in harmony with the environment and stimulated by the latest technologies. A key feature of the Atelier is a "green" wall evoking a city park, which is the natural habitat of the Lolë woman. The Atelier will also feature various technological functionalities, including a new application, developed in partnership with the Montreal firm Whereclouds, that will launch a kind of living Facebook.

Fifteen iPads have been integrated into the Atelier's design to help promote this innovation. "The application we've developed will enable us to establish a dynamic link with the community of active women in Montreal, as well as with Lolë devotees all around the world," explains Nathalie Binda, vice-president marketing at Lolë. By downloading the Lolë application, users can "flip" photos directly on the iPads located along the Atelier's social wall, to share special moments a travel experience, bike ridewith friends, etc. Through this application, Lolë will also be able to determine "zones" on the planet from which the photos can be sent in real time on the Montreal Atelier's iPads. The technology will notonly serve to drive this new application: all transactions will also be handled via an iPod Touch available on site.

Active women can meet up at the Atelier Lolë to participate in free activities organized in parks, attend talks and presentations, or experience shopping sessions with stylists, etc. The bi-weekly classes in parks will be led by Lolë ambassadors and experts in various disciplines like Outdoor Fitness, hula hoop and yoga. In this way, the Lolë brand managers will create an "inspirational movement" to urge women tomake the most of life and get moving with friends. There will also be a delivery service via the Bixi public bike system Lolë's new Website will act as a bridge between the experience offered at the Atelier, the park-based activities and Lolë clothing, which is designed to follow the lifestyles of women seeking to enjoy life to the fullest!

The Atelier Lolë Montreal concept is laying the groundwork for a network of similar outlets in more than 40 locations in North America and Europe over the next five years. Since last winter, Lolë has opened a showroom in Annecy, France; on October 7th, it will open a first Atelier Lolë in Zurich; and in November, a showroom in New York.

About Lolë:

Lolë offers women a vast range of intelligent and fashionable clothing that follows their everyday active needs. The Quebec-based brand is distributed in more than 1,000 outlets across Canada and the United States. www.lolewomen.com

About Coalision:

A blend of the words "coalition" and "collision," the name Coalision is a faithful reflection of the nature of the company: a strong coalition of dedicated people based on a creative collision of ideas. Coalision owns the ORAGE and LOLË clothing brands, which are distributed to a network of more than 2,500 retailers in Canada, the United States, Europe and Asia.

www.coalision.com

www.orage.com

For further information: Melanie Tremblay, Public Relations, 514.770.555 melanie.tremblay@lolewomen.com