Lacoste Opens 8,000-Square-Foot Seoul Flagship With Its First Café in South Korea

Lacoste opened its first Seoul flagship on Friday in the Seongsu district, an 8,000-square-foot store across four levels that includes South Korea's first Café Lacoste. Yahoo reported the opening. The French tennis-centric brand has more than 230 points of sale in South Korea.

Inside the Seongsu Flagship

Thierry Guibert, who returned as chief executive officer in October, said the Seoul store continues Lacoste's push into flagship destinations. "Our continued development of flagships around the world reflects our ambition to strengthen Lacoste's international presence and desirability, while offering increasingly distinctive brand experiences," he said. Guibert added that the city is "renowned for its creative energy and cultural influence."

The interiors use terracotta tones that reference the neighborhood's brick walls and clay tennis courts, with white accents tied to the sport. A large installation of tennis racquets captured in motion by New York- and Mexico-based artist Mauricio Alejo anchors the store, and Korean artists were commissioned for pieces displayed throughout. A Polo Wall centers the signature polo shirt, and the women's, men's and sports collections fill the retail floors, with a personalization space for selected pieces.

The café serves beverages and desserts including the Polo Cake, a culinary take on the polo shirt, and offers exclusive merchandise. The first Café Lacoste opened in February in Paris, a 65-seat space on Avenue Franklin-Roosevelt near the Champs-Élysées. Over the summer, Lacoste took over the pool and outdoor lounge of the Mondrian hotel in Seoul's Itaewon district.

Lacoste's Run of Store and Brand Moves

Lacoste presented its Fall-Winter 2026 collection at Guangfulin Park in Shanghai, the first complete runway show outside Paris since Pelagia Kolotouros became creative director, WebWire reported in October 2026. A new Hong Kong flagship opened in May in the 1920s listed Grade I historic Pedder Building in the city's Central neighborhood. In April came a new visual identity, with an evolved logo and nods to its archives including René Lacoste's handwriting and graphics in line with the work of Robert George, the illustrator behind the first crocodile sketch.

Other Luxury Flagship Openings

Jacob Cohën opened its first US flagship in New York on October 27, an over 400-square-metre space on Madison Avenue at 67th Street designed by Jennifer Tommasi Bardelle, FashionUnited reported. Brook Taverner opened a store on South Street in St Andrews, Scotland, its 19th UK location, and targets up to 30 UK locations within five years, Fashionnetwork reported.

What Comes Next for Lacoste

Lacoste returns as an official partner for the 40th Rolex Paris Masters from October 31 to November 8, 2026, presenting a 2026 collection of on-court and lifestyle apparel, FashionUnited reported.