by Stephen Garner
Lacoste Madison Avenue
Lacoste Madison Avenue / Photo by Thaddeus Rombauer

French lifestyle brand Lacoste known for its crocodile logo, iconic polo shirts and sport-inspired premium casual wear, has updated its 575 Madison Avenue location with an elegant new design and is set to open a new store at Westfield World Trade Center on August 16. The moves are part of a new business strategy to elevate the Lacoste brand in the U.S. market by renovating high-profile locations and opening more impactful, larger-format retail stores in the brand’s key U.S. regions of New York, south Florida and southern California.

The brand’s previously all-white, 2,000-square foot Madison Avenue space now features a contrasting light and dark color palette and distinct materials like oak and viroc, a modern composite material. Dedicated areas were also created for key categories including shirts and leather goods.

Lacoste’s new 3,400-square-foot space at Westfield World Trade Center will feature unique design elements including a tennis court wall, a video wall, a dedicated leather goods room and a footwear wall featuring an over-sized version of the brand’s iconic crocodile logo.

Rendering of the Westfield World Trade Center location

Both boutiques feature a new design concept that debuted at Lacoste’s rue de Sèvres boutique in Paris in late 2014. Designed by Lacoste’s architecture and design team, the stores feature a minimal and elevated design, with a polo wall serving as the main focal point to capture attention from outside the store. Additionally, vintage-inspired décor and graphics, such as wooden tennis rackets, nod to the brand’s sporting heritage. Both stores offer the brand’s men’s, women’s and children’s apparel, leather goods, fragrance, footwear, eyewear, watches and underwear.

“Lacoste’s retail expansion in New York City demonstrates our new approach to maintain and strengthen our premium position in the U.S.,” said Joëlle Grünberg, president and CEO of Lacoste North America. “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.”

Lacoste has almost 100 retail stores in the United States. In addition to Madison Avenue and Westfield World Trade Center, the brand has six other locations in New York State.