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LONGUEUIL, QC, Jan. 21 /CNW Telbec/ - Lolė, the innovative feminine active wear brand, has partnered with Outdoor Fitness
inc., a company that offers outdoor courses in aerobics and fitness in Canada's parks. The aim of their joint venture is to
inspire active women to improve their well-being by practicing sports in the green spaces of our cities, with enjoyment rather
than performance in mind. In designing clothing that is both versatile and feminine, Lolė is meeting the multi-faceted needs
of busy, urban women who want to be more actively engaged.
"It was inevitable that our two companies would join forces since the mission and the vision of the two brands are similar
and complementary. Evelyne Trempe, co-founder of Lolė, and Danielle Danault, founding president of Outdoor Fitness, are both
passionate people who have revolutionized their businesses by meeting the needs of active women in an innovative manner,"
explained Bernard Mariette, President and CEO of Coalision Inc., to which the Lolė brand belongs. The two companies are now
combining forces to jointly promote activities adapted to the lifestyles of active women who need to reconcile personal and
professional lives while pursuing a passion for exercise and the outdoors. "With Outdoor Fitness, Lolė will be contributing to
their well-being in their own urban environment."
"Lolė's playing field is the parks, and that is where Danielle has built her business, so the fit could not be better. Our
joint venture with Outdoor Fitness allows us to reach active women directly in our favoured environment: that is, urban green
spaces. The partnership is up and running and will be a major source of inspiration for our collections," stated Nathalie
Binda, VP Marketing for Lolė. The two companies intend to set up joint programs for active urban women, inviting them to
experience their cities in a different way, and certainly with a sense of style.
At Outdoor Fitness, Danielle Danault is excited about the new partnership, which will facilitate her company's expansion
throughout Canada and the rest of North America. "Lolė is very popular amongst active women. The brand is presently being sold
at over 1,000 retailers across North America, and soon in Europe. Thanks to this partnership with Lolė, Outdoor Fitness will
benefit from an outstanding network in the very markets it was aiming to reach over the next few years."
Lolė plans to develop Outdoor Fitness sports programs starting this year in Europe, beginning with an exclusive
presentation at the ISPO Winter show in Munich from February 7 to 10 (STALL A310-HALL 3 and ATRIUM), and throughout Canada and
the United States in the spring.
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