Lacoste unveils new elaborate retail experience: the Lacoste Country Club
Lacoste Melrose Place, the new concept store by French heritage brand Lacoste, revealed the next chapter of its retail narrative: Lacoste Country Club. According to the company, Lacoste looked to its own rich tennis history to create an elaborate and thoughtful retail experience, transporting shoppers to a destination that evokes the spirit of a luxurious yet inclusive Southern California country club. Lacoste U.S.A. said, "As we emerge out of the pandemic, consumers are looking for connectivity and community. I believe we'll see more of a demand for physical interaction or experiences and cravings for in-person energy."
A celebrity table tennis event was held for the opening of the store. Lacoste said, "The idea of the table tennis tournament was to connect young Hollywood's cultural tastemakers and influencers with Lacoste's deep roots in tennis in a fun way, while remaining conscious of social distancing." Lacoste plans to balance out new brand collaborations with hero collections. Recently, Lacoste debuted the Lacoste X Ricky Regal collection co-designed by Bruno Mars.
The store will be reimagined about every six weeks with new product assortments and varying themes. Lacoste continues to reinvent itself as showcased by the new Country Club concept. Keeping both the tennis enthusiast and streetwear aficionado in mind, Lacoste Country Club will feature an updated modern assortment of casual wear alongside Lacoste's Tennis Sport collection.
In April 2021, the innovative Lacoste U.S. flagship store located on Broadway in the SoHo neighborhood of New York City was opened featuring a new store design including a customization area, new product offerings through creative collaborations, unique design features and a heightened customer experience.
Lacoste unveils new elaborate retail experience: the Lacoste Country Club
Related item: