Lacoste Enters Hospitality With Paris Café
French fashion brand Lacoste has opened its first permanent café in Paris's 8th arrondissement. The 100-square-metre Café Lacoste marks the company's official entry into the hospitality sector, signaling a strategy to engage consumers through lifestyle experiences beyond apparel.
- The café is a partnership with the Giraudi Group, a firm specializing in high-end restaurant concepts, following successful temporary hospitality activations at sporting events like Wimbledon and the Australian Open and a trial café concept in Monaco. - The interior design directly references the brand's sporting heritage, using a palette of deep green and off-white with terracotta accents, and incorporating architectural lines inspired by the geometry of a tennis court. - Located at 16 avenue Franklin Delano Roosevelt, the café is strategically positioned a short walk from Lacoste's 1,600-square-meter flagship store on the Champs-Élysées, creating a brand hub in the neighborhood. - This move into hospitality aligns with Lacoste's broader brand diversification under CEO Thierry Guibert; the brand's iconic polo shirts now represent just 20% of total sales, with revenues approaching €3 billion in 2024. [
