In-keeping with the brand’s premiumisation strategy, Lacoste has opened a new boutique at Heathrow Airport’s T4, on 25 March claiming the location was a ‘must-have’ for the brand which continues to strengthen its presence at UK airports.

 

With its new concept, Lacoste offers a wide range of products, sport and sportswear in a 42sq m ‘premium environment’. Its polo wall features a digital screen which guides customers through the collection and allows them to ‘explore the Lacoste universe’.

 

Lacoste says it hopes to thrive at Heathrow Airport as the airport continues to register increase in traffic. LHR received a record 6.1m passengers in March.

 

As previously reported, in December last year, Lacoste opened a new 70sq m boutique at Mumbai International Airport (Terminal 2), which features the latest ‘Premium Standard’ store concept in line with it’s ‘bigger & better’ strategy.

 

Lacoste’s Asia-Pacific & Global Travel Retail CEO, Jean-Louis Delamarre explained the new strategy to TRBusiness in 2015:

 

“I call my vision ‘Fewer, Bigger, Better’…we will expand, obviously, but in fewer locations and we will be very selective where we want operate and we want to operate in the top 30 or 50 airports in the world where it really matters.”