Lacoste growing New York presence

Lacoste is building up their New York business. The brand, which temporarily closed their 2000-square-foot store at Madison Avenue this winter, has reopened it with a new design concept. Lacoste will also be opening a new 3400-square-foot store at Westfield World Trade Center on August 16. The renovations and the new store opening are all part of Lacoste's plan to elevate the brand in the United States, specifically in key regions like New York, Florida, and California.

“Lacoste’s retail expansion in New York City demonstrates our new approach to maintain and strengthen our premium position in the U.S.,” said Joëlle Grünberg, president and chief executive officer of Lacoste North America, in a statement. “New York is one of Lacoste’s most important markets and our new Westfield World Trade Center location and upgraded Madison Avenue store both make a strong statement of our brand identity.”

Lacoste reopens Madison Avenue store, plans to open Westfield World Trade Center store

Both boutiques feature an interior design concept that was initially launched at Lacoste's boutique in Paris at Rue de Sevres in 2014. The concept was created by Lacoste's in house architecture and design team. The new store design is built around a minimalist theme, with a polo wall serving as the main focal point to draw in customers from the outside. The wall highlights Lacoste's signature L.12.12 polo in a wide range of colors. The store also has many vintage-inspired, sports accents like wooden tennis rackets.

Both of the stores will carry Lacoste's men's, women's, and children's apparel, as well as fragrances, footwear, leather goods, eyewear, underwear, and watches.

The Madison Avenue store was previously all white, but now, it has a contrasting light and dark color palette, and uses such materials like oak and viroc.

Lacoste's store count total in the U.S. comes to about 100. They have a total of six stores in the state of New York.

photo via Lacoste website