Lacoste launches first HK flagship store

Lacoste has expanded its footprint in Asia with a new flagship store in Hong Kong. Located in the iconic Pedder Building, a landmark in the heart of Central, this marks a significant milestone in Lacoste’s retail network development and its first flagship street location in the city.

Scheduled to launch in Q2 2026, the Pedder Building flagship represents the next step in delivering premium, immersive experiences to customers. The store will feature a contemporary design that celebrates Lacoste’s tennis heritage, blending sport and style with French elegance.

The new flagship will showcase Lacoste’s latest collections, exclusive products, and local elements that bring the brand’s story to life. It will also serve as a hub for community engagement and special events, reinforcing Lacoste’s vision of creating spaces where lifestyle and heritage meet.

MARKETING-INTERACTIVE has reached out to Lacoste for more information. 

Back in August, Lacoste reimagined its iconic crocodile logo as a "GOAT" (Greatest of all time) in a new capsule collection celebrating tennis star Novak Djokovic.

Titled "From the crocodile to the GOAT", the line marks the brand’s eight-year partnership with Djokovic, one of the sport’s most decorated players. It includes five pieces, a polo, t-shirt, tracksuit jacket, cap and trousers, each carrying the special logo designed to signal both prestige and exclusivity.

The collection debuted on social media, with Lacoste sharing an Instagram video showcasing longtime Djokovic fans sporting the new pieces, highlighting the brand’s strategy of blending ambassador appeal with consumer engagement.

Since the creation of the first polo in 1933, Lacoste has been continuously reinventing itself to carry on combining legacy and modernity, sport and daily life. The Lacoste style materialises through iconic, contemporary and urban collections that gain their inspiration from sport and French elegance. 

Lacoste comes in a number of different ranges for the entire men, women and children’s wardrobe, providing a wide variety of items: clothes, leather goods, perfumes, shoes, eyewear, household linen, watches and underwear. Lacoste now operates in 120 countries with a network of 1200 shops. 

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