Lacoste presents its new store concept

The French brand Lacoste launched its new store concept this earlier year in a series of key stores throughout Europe and America. The new concept is part of the brand’s strategy to create a stronger brand identity and to strengthen the brand’s premium status throughout its global markets.

The first store featuring its new concept was opened in London and in the following months, more stores were rolled-out in Europe and America featuring the same new concept. Next on the list: Beverly Hills, set to open this November. “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,” says Thierry Guibert, Lacoste CEO, in a press release.

Within the new store concept, a lot of the attention is focused on the iconic polo shirt: one section is devoted entirely to the shirt, that is presented in small niches according to color and size. Curvilinear shapes are used and the collection is presented in niches inspired by lockers. “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.”

FashionUnited shares Lacoste’s new store concept below. Browse through the photos below to see what Lacoste’s store in London looks like.

The brand was founded in 1933 with the launch of the first Lacoste polo shirt. Recognisable by its crocodile logo, Lacoste creates casual sportswear collections for men, women, and children. The brand is present in 120 countries and in 2016 Lacoste reported turnover of 2 billion euros.

Images: Lacoste