Lacoste The Global Icon of Sport-Inspired Elegance and "Durable Elegance" Innovation Founded in 1933 by tennis legend René Lacoste and headquartered in Paris, France, Lacoste is a premier lifestyle specialty anchor for Tier-1 Regional Malls, High-Street corridors, and Travel Retail hubs. Under the 2026 leadership of CEO Éric Vallat (appointed Sept 2025, formerly of Rémy Cointreau and LVMH), the brand is executing a high-growth "Durable Elegance" strategy aimed at reaching €4 billion in annual sales. This transformation is driven by a shift toward a more premium, fashion-forward positioning under Creative Director Pelagia Kolotouros. The 2026 retail model is defined by the "Le Club" and "Flagship Concept" formats, which emphasize "Retail Theatre" through immersive tennis-inspired installations, digital customization hubs, and 10,000+ sq. ft. flagship footprints (recently debuted on New York's Fifth Avenue and Melbourne Walk). For landlords, Lacoste offers the institutional backing of the Swiss Maus Frères group and a demographic that spans high-net-worth professionals to Gen Z hype-culture enthusiasts, particularly within high-growth categories like footwear, women's fashion, and the "Olympic Heritage" collections.