Lacoste debuts new Le Club US concept in Beverly Hills

By

Cassidy Mantor

Published
Nov 9, 2017

Lacoste reopened its Beverly Hills store with a new concept shop called Le Club that is designed to give consumers the sensation of being at a tennis match.

To create this feeling, green concrete and graphic lines seen on court are juxtaposed with natural wood decorated with perforated leather detail, inspired by vintage tennis racquets. The fitting rooms are also styled to look like locker rooms.

Focal points in Le Club are polos and footwear. Polos will be showcased on a wall in 50 colors and Le Club will offer customization of multiple versions of the crocodile logo as well as customer specific monograms.

Lacoste had previously licensed its footwear business, however the company will regain ownership over this section at the start of the new year. Lacoste’s CEO Thierry Guibert said the company expects to double its footwear business when the license expires, from 15% to 30% of total sales.

Guibert revealed he felt the previous store concepts lacked identity and said that Le Club is designed to instantly transport consumers to a tennis match. Inspiration for the retail design came from the Golf de Chantaco club in the South of France, where René Lacoste played tennis.

The new Le Club will also be the first location for a Lacoste V.I.P. room in the US. The V.I.P. experience includes an enlarged fitting room and tailoring.

Le Club will offer a full assortment of runway looks and will showcase a special 85th anniversary collection that will arrive in store in March with a second delivery in May. The Beverly Hills location will also host a party at the time of the French Open in June.

Lacoste plans to open a second Le Club location in Westfield Century City in the spring. The new Le Club will open November 16th at 447 North Rodeo Drive in Beverly Hills.