Lacoste on 5th Avenue: a giant step towards the American dream
Lacoste has given itself a monumental showcase in New York, reflecting its great ambitions on the other side of the Atlantic.
New York’s legendary 5th Avenue has a new French address that’s not to be missed. On April 10, Lacoste inaugurated a spectacular flagship store of almost 1,000 m², confirming its desire to establish itself as a major player in luxury retail in the United States.
Located at 575 Avenue Lacoste, this boutique is more than just a showcase. It’s a total immersion in the Lacoste universe, designed to combine heritage, innovation and customer experience. In particular, the space showcases the brand’s absolute icon: the polo shirt, sublimated in a Polo Wall as graphic as it is symbolic. Visitors can also discover the NYC Collection, an exclusive series designed especially for this opening.
But it’s the bold design that really makes the store stand out: an unstructured tennis court stretches from floor to ceiling, while concrete, wood and metal interact in a minimalist style that evokes the brand’s sport-chic roots.
XXL ambitions for the U.S. market
This new outlet is not just a coup. It is part of an ambitious growth strategy in the United States, already Lacoste’s second largest market after France. With 198 stores on the American continent (out of a total of 1100 worldwide), the brand aims to double its American sales, currently around 400 million euros.
In a press release, Thierry Guibert, CEO of Lacoste, says: “We want to double our business here. The opening of this flagship will enable us to present all our collections on one of the world’s most prestigious avenues.”
A global target of 2030
On a global scale, Lacoste is in robust health, with sales of almost 3 billion euros in 2024 and growth of 8%. The stated aim is to break through the €4 billion barrier by 2030. One of the keys to this ambitious goal is the carefully orchestrated conquest of the United States.
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