New Lacoste Store Shows Refreshed Brand Image

Lacoste (Paris) opened a new flagship on the Avenue des Champs-Elysées in Paris that illustrates an effort to refresh the image of the sportswear brand. The 4300-square-foot unit was designed by Christophe Pillet and Jeremy Hourde, reports Women’s Wear Daily, and will be replicated at other flagships, including on Fifth Avenue.

“There had been no major evolution in the store concept in 10 years, so it’s a real first,” José Luis Duran, ceo of Devanlay SA, Lacoste’s global apparel licensee, told WWD. “The store has become more than just a store, it acts as a showcase for the group and the brand.”

The Paris location features two separate entrances: one on the left leading to the main sportswear collection and another on the right that accesses the recently launched Lacoste Live line for a younger, more contemporary customer. Other store features include a “polo bar” with a rainbow assortment of its iconic polo shirts, giant video screens and revolving display boards showcasing images from the past and present.