Lacoste to expand footprint, new concept in US

French brand Lacoste is strengthening its U.S. retail presence through renovations and the unveiling of larger-format stores.

The brand, which temporarily closed its 2,000-sq.-ft. store on Madison Avenue in New York City this winter, has now reopened the location with a new store format. Lacoste will also open a new 3,400-sq.-ft. store at Westfield World Trade Center on Aug. 16, reported Women's Wear Daily.

The brand plans to open more impactful, large-format stores in 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.," Joëlle Grünberg, president and CEO of Lacoste North America, told Women's Wear Daily. "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 new design concepts will mimic that which was unveiled in Paris in late 2014. The store will have an elevated design, with a polo wall serving as the main focus for those walking by on the street. Vintage-inspired decor will include wooden tennis rackets.

Some design elements will be specific to each store. The Westfield location will have a tennis court wall, a video wall and a room specifically for leather products. The Madison Avenue store is decorated with a light and dark palette with materials such as oak and viroc.

Currently Lacoste has almost 100 stores in the United States, eight of which are in New York state.

Lacoste is unique in that it is looking to expand its physical space, while many brands are downsizing their brick-and-mortar locations. For example, Walmart is adding to the number of Neighborhood Market locations, and Target is expanding its TargetExpress brand (rebranded last year under just the Target name).

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