Womance: where growth meets consistency

Founded in 2015 in Québec City, the company gradually established itself in the women’s retail clothing landscape by focusing on authenticity, customer proximity and a clear vision for growth.

A simple project as a starting point

Womance began as a simple online store, conceived as an exploratory project. Without a defined growth plan, or a push for rapid expansion, the project grew organically, fuelled by a deep understanding of its community and constant focus on the customer experience.

“I came to entrepreneurship by accident,” says Andréanne Marquis, the company’s owner and founder. From the outset, she took a pragmatic approach, making sure each step made sense both for the business and for the people involved. “What matters to me is the journey, not the destination.”

This philosophy has continued to influence Womance’s trajectory: to grow, yes, but never at the expense of consistency or agility.

Structuring growth without diluting the brand

Over time, the brand’s reputation grew and new challenges emerged. How does the company move to the next stage while preserving what gives the brand its strength? How does it structure operations without losing its customer proximity?

These questions marked a turning point in the company’s growth. With the support of La Caisse’s Cheffes de file, Andréanne was able to surround herself with other women entrepreneurs facing similar challenges and find meaningful answers. Les Cheffes de file gave her a chance to step back, challenge her decisions and bring in outside perspectives.

“Something clicked: I realized there was something truly relevant in it. It was a far cry from the cliché of an exclusive club. It was rooted in mutual support,” the founder says of the discussions that shaped this period of reflection.

Bringing an ambition to life

One project the Womance team had long been considering was to open a physical store at Place Ste-Foy in Québec City. It was not only a defining ambition, but also a demanding one, both strategically and logistically.

The Les Cheffes de file initiative played a key role in bringing the project to life, through networking that led to this business opportunity. Through connections established within La Caisse’s ecosystem, the company was put in touch with partners who could help move the process forward, particularly in finding an available and well-located retail space. That collaboration helped turn a long-standing objective into a concrete project and made an often complex process easier to navigate.

Growing without isolation

Beyond business decisions, Womance’s expansion also highlights a reality that often goes unseen: the isolation that comes with being a leader.

“The hidden side of entrepreneurship is that feeling of real loneliness,” admits the founder. Being able to speak with other leaders, share common challenges and validate certain instincts then becomes an important way to stay the course. “Mentally, it changes everything! Too often, we underestimate the power of knowing we are supported.”

For Andréanne, these conversations help strengthen confidence in the decisions being made and support growth that stays aligned, thoughtful and sustainable. This is one of the reasons the entrepreneur is so eager to take part in Les Cheffes de file’s next trade mission in Toronto in May. For her, it is another opportunity to draw on La Caisse’s network, this time in the Queen City.

Womance has learned to move at the right pace, taking the necessary step back when decisions become more strategic. Access to a network and tailored support allowed the company to sustain that rhythm: to progress without rushing, structure without becoming rigid and move through each stage without skipping the next. It is a demanding approach, but an essential one for building lasting growth that remains true to the brand’s identity.