Lacoste unveils a new flagship store in London

The new store is the largest in the brand’s UK portfolio.

Lacoste has opened its new flagship store in the UK, strategically located on Regent Street next to Hamley’s and Levi’s. Being conceptualized in the new Lacoste Arena flagship in Paris, debuting in 2022, the Regent Street store also brings together Lacoste’s different cultures.

The company is also gearing up to open a new flagship store in New York in 2024 (exact store locations have not yet been disclosed) and expand its presence in Asia.

The new store is the largest in the brand’s UK portfolio. Covering 900 square meters, the store features up to 4,000 products, including some of the brand’s most iconic pieces, notably the polo shirt. The store also features an extensive footwear section, golf, tennis and fitness collections, and women’s, men’s and children’s ranges.

In addition, shoppers are offered personalized services such as custom “crocodile leather essentials in a variety of hues, initials and cuts,” as well as a dedicated space for high-end clients and personalized customer service.

In addition to goods and services, the store features exclusive artwork by Japanese artist HAYU – a wire-framed crocodile resembling a tennis court and a wooden ceiling echoing its visual codes. The transition from one space to another is through an immersive tunnel decorated with interactive screens and illuminated arches.