Lacoste Covent Garden
Lacoste Strengthens UK Retail portfolio as part of a new business strategy
The French lifestyle brand, Lacoste, known for its crocodile logo, iconic polo shirts and sport inspired premium wear, has opened two new stores in the UK this spring in continuation of a worldwide strategy elevating the brand and creating a stronger retail identity.
With an elegant new location in London’s Covent Garden and further expansion in the north of the country, with a new boutique in the renowned Meadowhall Shopping Centre in Sheffield, the latest additions continue to offer unique retail experiences built around tennis, the sport for which it was founded.
Both shops 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 use of new materials and technology taking the customer on a journey through the eras spanning the 85 years of brand.
At Lacoste Covent Garden, every detail of the store design is focused on the customer experience, whilst also leading back to the tennis sporting spirit from which the brand was originated. An eye-catching polo wall provides a home to the brands iconic product, whilst the counter invites the customer into a single space, and the rounded shape favours the exchange between the customer and the seller, mirroring players exchange on the tennis court.
Tim Hubbard of Resolute Retail Solutions spoke to Premier Retail about the Lacoste Covent Garden project. Resolute Retail is the specialist shopfitting contractor appointed to install the shop design, layout and furniture.
Tim Hubbard said, “We tendered for the job through Lacoste and won it. With the design scheme already created by Lacoste’s design team, our role is these to come in and manage the shopfit from concept through to completion.”
“The entire installation project is managed by us throughout – the build time was 6 weeks, with up to 15 of our team working on it at any one time. Of course, no project is without its challenges, and with many elements and furniture coming from France this is something we had to plan for, but ultimately everything was completed on time and is now open to the public.
“It was a fantastic project to work on and it’s a truly stunning retail environment – one of the highlights for us is the 3×4 metre crocodile feature piece. We’re really proud of the results.”
The shop occupies over 90sqm of retail space, and offers a range of the Men’s Collection, accessories and footwear. The curve of the counter inspires movement while the folded wood is reminiscent of heritage tennis rackets and umpire chairs. The innovative use of materials, including green concrete and perforated leathers helps to evoke different eras ranging from the heritage of Lacoste 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, providing 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.
“It was very important for us to be involved with this project. Lacoste were one of our first direct clients and we’ve been working with them for almost ten years so to get a project in a place such as Covent Garden, has been very special.”
Since the very first polo was created in 1933, Lacoste relies on its authentic sportive roots to spring optimism and elegance on the world thanks to a unique and original lifestyle for women, men and children. With a vision to be the leading player in the premium casual wear market, the Crocodile brand is today present in 120 countries through a selective distribution network.
Two Lacoste items are sold every second in the world. As an international group gathering 10,000 women and men, Lacoste offers a complete range of products: apparel, leather goods, fragrances, footwear, eyewear, home wear, watches and underwear, all of them being elaborated in the most qualitative, responsible and ethical way. In 2018, the brand garnered a turnover of 2 billion euros.
For more information: www.lacoste.com
About Resolute Retail Solutions
Founded in 2010 Resolute Retail Solutions is a specialist shopfitting contractor working for global brands throughout the UK to manage, install and maintain retail environments from start to finish. From concept to completion, their mission is to bring global brands to life through stunning retail environments, delivered through services including: Full installation | Project Management | Principle Designer & Contractor | Repair & Maintenance | Site Management.
For more information: www.resoluteretail.co.uk