After London, Lacoste deploys new store concept in Paris, Geneva and Los Angeles next

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Nicola Mira
Oct 31, 2017
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Lacoste's new store concept is designed to place greater emphasis on the label's chic side. First tested in London, the French sportswear label's new retail environment was recently deployed in Paris, at the Beaugrenelle shopping mall, in a 150 m2 store showcasing all the brand's new features, its mood hovering between tennis-club locker room and sophisticated wardrobe.

The Lacoste store at the Beaugrenelle shopping mall, Paris - Lacoste

"It is a distillation of the essence of the brand and its creator, René Lacoste, in one venue: The Club," said Thierry Guibert, President of Lacoste and a tennis aficionado. "The club atmosphere is apparent from the exterior. The open-plan lay-out recalls a tennis court, and lets daylight pour in. The green concrete panel is a nod to René Lacoste's training wall."

Gone are the acidic colours and the school-courtyard feel of Lacoste L!ve, featured in some stores designed according to the previous concept, Agora, launched in 2012. Inside 'The Club', the tone is set right from the entrance, with an alternance of wood and punched leather, Lacoste clearly showing it intends to "push ahead with the brand's premiumization on international markets," as stated in a press release.


In terms of colours, the ever-present green and white are a must. The whole Lacoste world now centres around the brand's roots and signature assets, notably the polo shirt. An entire wall is dedicated to Lacoste’s leading product, with a vast colour palette, showcasing the various style options and highlighting novelties.

In parallel, the outcome of the work carried out over several years to coordinate Lacoste's various product categories is now apparent. Customers will find a coherent in-store range featuring apparel, accessories and footwear, all of them displayed in special niches in which are also scattered, concept-store fashion, several interior decoration elements such as vintage rackets. "A reference to the aesthetic codes of René Lacoste's locker room at the historic Chantaco Golf Club, with a bench you can sit on and a rack where you can hang your tennis kit," wrote Lacoste.


The reception too has a new look, displaying digital content about the brand and its products, and introducing a re-designed counter.

"The counter's curved design is inspired by motion, while the bent wood signifies expertise, with comfy chairs adding the finishing touch to the ensemble," wrote the label in the press release.

The Beaugrenelle store is the first of Lacoste's 14 Parisian stores to feature the new ‘Club’ design. In the Paris region, where the brand operates 29 stores, the Vélizy opening will adopt the new look. Above all, Lacoste is keen to deploy the concept internationally, in Geneva and Beverly Hills, on Rodeo Drive, to give greater visibility to its new retail style.

The French brand, owned by Swiss retail group Maus Frères, currently operates 1,200 stores worldwide, and topped the €2 billion revenue mark last year.

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