A story born of passion and a stroke of good luck
Lily-Rose, the founder of Lilunderwear, has always had a deep passion for fashion design. Ever since she was a child, she has been imagining and creating pieces in her own unique style, experimenting with fabrics and shapes. As a teenager, she sewed her own dresses. This spontaneous creativity already offered a glimpse into her future.
Mission and Values
Lilunderwear is a Canadian lingerie brand that combines luxury, comfort, and affordability. We believe that every woman deserves to feel beautiful, empowered, and comfortable in her own body—without compromise.
FALL AND WINTER 2020–2021
Launch of the business in the basement of the family home
APRIL 2021
Launch of the first Lilunderwear collection
JUNE 2021
Leased the first retail space
JULY 2022
First business trip to Paris to find better suppliers and improve product quality
Moved to the Granby warehouse, which is still in operation today
First participation in the MAD Festival in Montreal
SEPTEMBER 2023
Second business trip to Asia to find new ethical manufacturing facilities
OCTOBER 2023
Opening of the first pop-up shop with Girl Crush, Essaim, and Drae
First fashion show
FEBRUARY 2024
Opening of the first Lilunderwear store at Les Promenades Saint-Bruno
MARCH 2024
Appearance on the TV show *Dans l’œil du dragon*
JULY 2024
Opening of the second store at Place Laurier in Quebec City
OCTOBER 2024
First charity event
APRIL 2025
Opening of the third store at Carrefour Laval
Our Stores
2700 Laurier Boulevard, Quebec City
Next to Garage
3003 Boulevard le Carrefour, Laval, Next to Garage
1 Boulevard des Promenades, Saint-Bruno-de-Montarville, Next to Winners
Our Team
President
Vice President
Marketing Director
maude@lilunderwear.com
Services Agent
info@lilunderwear.com
Marketing Coordinator
contact.marketing@lilunderwear.com
Brand Content Coordinator
beatrice@lilunderwear.com
Content Creator and Partnerships Manager mathilde@lilunderwear.com
Product Development and Event Planning Assistant
marketing@lilunderwear.com
Marketing Coordinator
emilie-ann@lilunderwear.com
Accountant
karolane@lilunderwear.com
Warehouse Manager
charli@lilunderwear.com