French lifestyle brand to raise U.S. profile with renovated stores, new locations

The brand known the world over for its iconic crocodile logo has a new retail strategy.



In a move to enhance its brand in the United States, Lacoste is renovating high-profile locations and opening more impactful, larger-format retail stores in the its key U.S. markets, which include New York, south Florida and southern California.



In line with its strategy, Lacoste has updated its store on Manhattan’s Madison Avenue, and will open a new, 3,400-sq.-ft. store in the city, at Westfield World Trade Center, on Aug. 16.



“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 CEO of Lacoste North America, which operates some 100 U.S. stores. “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.”



The previously all-white, 2,000-sq.-ft. Madison Avenue space now features a contrasting light and dark color palette and distinct materials such as oak and viroc, a modern composite material. Dedicated areas were also created for key categories including shirts and leather goods.



The store at Westfield World Trade Center will feature unique design elements including a tennis court wall, a video wall, a dedicated leather goods room and a footwear wall featuring an oversized version of the brand’s crocodile logo.



In both stores, a wall showcasing Lacoste’s signature polo shirts in a wide array of colors serve as the main focal point to capture attention from outside the store. And both stores carry a full range of Lacoste merchandise, including men’s, women’s and children’s apparel, leather goods, fragrance, footwear, eyewear, watches and underwear.