LACOSTE, the French lifestyle brand known for its crocodile logo, iconic polo shirts and sport-inspired premium casual wear present a new premium store concept.
As part of LACOSTE label’s strategy to elevate and reflect a stronger brand identity throughout its territories as well as continue its premiumization in its global markets, the concept firstly appeared in the UK, a market where it has seen consistent growth over the last five years and one which it sees as its major influencer market to the rest of the world, before a global roll out through 2017.
“The new LACOSTE store is designed to create a unique human and customer experience. It is the synthesis of the brand and its creator, René Lacoste, in one location: the Club” explains Thierry Guibert, LACOSTE CEO. “The Club’s atmosphere is evident even before entering. Open in order to let the light in, the layout is reminiscent of a tennis court - the green concrete panel is a nod to René Lacoste’s tennis practice wall”.