November 2, 2026 | Lacosted.com
Lacoste continues to expand its international presence, with a new flagship store and café in Seoul, a special collection celebrating the Rolex Paris Masters, and fresh attention on the brand’s leadership.
Here’s a look at the latest Lacoste news from around the world.
Lacoste Opens Four-Level Flagship and First Korean Café in Seoul
Lacoste has opened a new four-level flagship store in Seoul’s Seongsu district, an area known for its creative businesses, fashion boutiques and cafés.
The new location brings together the brand’s men’s, women’s and sportswear collections, while introducing the first Café Lacoste in South Korea.
The café is a particularly interesting addition. Rather than treating the store purely as a place to purchase clothing, Lacoste is creating an environment where visitors can spend time experiencing the brand.
Seongsu has become an important destination for fashion and lifestyle retailers seeking to connect with younger Korean consumers. The choice of location places Lacoste among the international brands experimenting with more immersive retail concepts.
The flagship also reflects a broader shift in luxury and premium fashion retail, where cafés, exhibitions and other hospitality elements are increasingly used to encourage customers to visit physical stores.
Sources:
- WWD — Exclusive: Lacoste Opens Seoul Flagship With Its First Café in South Korea
- Yahoo — Lacoste Opens Seoul Flagship With Its First Café in South Korea
Lacoste Celebrates 40 Years of the Paris Masters With New Collection
Lacoste has introduced a special collection for the 2026 Rolex Paris Masters, celebrating the tournament’s 40th anniversary.
The Lacoste x Rolex Paris Masters collection combines tennis performance clothing with casual lifestyle pieces, reflecting the brand’s long association with the sport.
The collection is designed to appeal both to tennis players and to fans who appreciate Lacoste’s sporting heritage. Its anniversary theme also connects the brand with one of the most established events on the men’s professional tennis calendar.
Although Lacoste has expanded considerably beyond its tennis origins, collections tied to major tournaments remain an important way of reinforcing the brand’s identity.
Source:
- Love Tennis Blog — Lacoste Paris Masters Collection 2026
Lacoste Fragrances Partners With W Hong Kong
Lacoste Fragrances has been highlighted in Lifestyle Asia Hong Kong’s November roundup of new fashion releases and collaborations, thanks to a partnership with W Hong Kong.
The collaboration reflects the growing interest in bringing fashion and fragrance brands into hospitality environments.
For Lacoste, fragrance provides another way to reach consumers who may not necessarily purchase its clothing. A hotel partnership also allows the brand to engage with customers in a setting quite different from a traditional department store or boutique.
Source:
- Lifestyle Asia Hong Kong — What’s New in Fashion: The Biggest Releases, Collaborations, and Drops to Know in November 2026
Lacoste Leadership Changes Attract Industry Attention
Lacoste was included in Retail Brew’s review of executive changes across the retail industry during October.
The report covered leadership transitions at several major companies, including Lacoste and Shipt, against a wider backdrop of management reshuffling in the retail sector.
For Lacoste, leadership changes come at a time when the brand is expanding its international retail presence and experimenting with new formats, such as its Seoul flagship and café.
Maintaining continuity between product development, brand identity and retail expansion will be an important consideration for the company’s leadership.
Source:
- Retail Brew — New Lululemon CEO’s Sweeping C-Suite Shifts Headlines October Retail Exec Changes
Looking Ahead
This week’s most interesting development is undoubtedly Lacoste’s new Seoul flagship.
The introduction of a café within a major retail location suggests that the company increasingly sees its stores as destinations rather than simply sales outlets.
At the same time, the Paris Masters collection demonstrates the continuing importance of tennis to Lacoste’s identity, while the W Hong Kong partnership illustrates its efforts to extend the brand into new lifestyle experiences.
Together, these developments show a company balancing its sporting heritage with a more expansive international retail strategy.
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