The Covent Garden store will feature the ‘Le Club’ concept, launched globally in 2017 in London’s White City Westfield Shopping Centre, which pays homage to Rene Lacoste’s sporting heritage through innovative use of new materials and technology taking the customer on a journey through the eras spanning the 85 years of the brand.

“The new LACOSTE store is designed to create a unique human and customer experience. It is the synthesis of the brand and its creator, René Lacoste, in one location: the Club” explains Thierry Guibert, LACOSTE CEO.

“The Club’s atmosphere is evident even before entering. Open in order to let the light in, the layout is reminiscent of a tennis court – the green concrete panel is a nod to René Lacoste’s tennis practice wall”

Jamie Givens, the newly appointed UK CEO of Lacoste said of the expansion,”Lacoste is an iconic global brand however we recognise the importance of local relevance and the importance the UK plays in its overall success.

At a time when the consumer environment is rapidly changing and digital platforms are becoming more relevant it really is a statement of our intention to recognise the importance of connecting with our consumers in a physical way through our stores. I am delighted that we are adding Covent Garden to our portfolio and expansion plans in the UK.”


Occupying over 90sqm of retail space, every detail of the store design is focused on the customer experience whilst leading back to the tennis sporting spirit which the brand was originated. An eye-catching polo wall provides an expansive home to the brands iconic product whilst the counter invites the customer into a single space, whose rounded shape favours the exchange between the customer and the seller, much like on court.

The curve of the counter inspires movement while the folded wood is reminiscent of heritage tennis rackets and umpire chairs. Innovative use of materials, from green concrete to perforated leathers, help evoke differing eras ranging from heritage through to the modern day.

In a homage to Rene Lacoste’s Chantaco locker room, garments are displayed throughout the tennis-inspired green and white colour palette of the store provides a further link to the brand’s sporting spirit. With prominence given to key silhouettes from the collection with the interactive digital display housed in the new polo wall.

Lacoste Covent Garden will offer a range of the Men’s Collection, Accessories and Footwear.

With 14 stores in the current retail portfolio, in addition to Covent Garden, Lacoste will have 6 locations in the Greater London area.

Terry Clark
Author: Terry Clark