The famous French brand LACOSTE, which has gained fame thanks to its line of premium casual clothing in a sporty style and iconic polo shirts with a crocodile-shaped logo, has introduced a new store concept. The brand's updated strategy is aimed at strengthening its position in the premium segment, taking into account the corporate identity and brand DNA.

Comments Thierry Guibert, CEO LACOSTE: "The new store is simply created to give a unique customer experience. This is a synthesis of our brand and its creator Rene Lacoste in one place – Club. The atmosphere of the Club is felt even before entering. The open plan, letting in sunlight, resembles a tennis court, and the green concrete panel hints at a wall for Rene Lacoste's workouts.

Right at the entrance there is an area dedicated to the brand's key product, the polo shirt. The giant wall shows off an impressive line of various polo shirts in all possible colors, silhouettes, sizes, as well as the latest arrivals.

The curved stand offers the client a unique space that promotes a relaxed atmosphere. The sun-drenched space, where white and green meet, the main colors of the brand, send the visitor to the universe of LACOSTE, and comfortable seats add the final touch to the atmosphere. The quality of the materials gives a natural feel to the entire space, thereby contributing to the elegant and refined style of la française.

LACOSTE offers many corners where you can find a collection of men's sports line, shirts, men's casual clothing, shoes, accessories, women's collection, leather goods, children's collection and, of course, polo shirts.

The new boutique design represents a brand steeped in its heritage, with a history spanning almost 85 years, but continuing to develop and move forward.

Photo: LACOSTE press service