Lacoste Transforms Retail Experience with Exclusive Store Concept in Marbella
Marbella, maandag, 30 juni 2025.
The French fashion brand giant Lacoste has introduced a groundbreaking retail concept in Puerto Banús, Marbella. This strategic move stands out with a unique store layout featuring two separate zones: a white space symbolising the tennis world and a terracotta zone referencing the Andalusian landscape and gravel tennis courts. The concept, which has been used in only one other location so far, strengthens Lacoste’s brand position in the Spanish retail market and demonstrates its ambition to prioritise customer experience in its sales strategy. With this opening, Lacoste consolidates its presence on the Costa del Sol and further expands its retail network.
Lacoste’s Innovative Retail Strategy in Spain
Lacoste has launched a new store concept in Puerto Banús, Marbella, offering a unique brand experience. The store is divided into two distinctive zones: a white space symbolising the tennis world and a terracotta-coloured zone referencing the Andalusian landscape and gravel tennis courts [1].
Brand Expansion and Strategic Positioning
With this opening, Lacoste has consolidated its position on the Costa del Sol and now has five stores in the Malaga province. The brand is currently focused on international expansion, with particular attention to the Spanish market, where recent new sales points have been opened, including a store in the Westfield La Maquinista shopping centre in Barcelona and a summer pop-up store in Ibiza [1].
Brand Background and International Presence
Lacoste, founded in 1933 by René Lacoste, is now part of the Swiss holding Maus Frères, which also owns brands like Aigle, Gant, and The Kooples. The brand is globally present in 98 markets through a commercial network of 1,100 sales points and manages its business activities in Spain via the subsidiary Lacoste Ibérica [1].