The iconic French fashion brand Lacoste has announced the appointment of Éric Vallat as its new Chief Executive Officer, effective September 2025. Vallat, formerly CEO of Rémy Cointreau Group, brings a wealth of experience from the luxury and consumer goods sectors.
Lacoste has announced a major leadership change as part of its strategic growth plan. The French menswear and womenswear brand has appointed Éric Vallat as its new Chief Executive Officer, effective September 1, 2025.
Vallat, who previously served as CEO of the Rémy Cointreau Group, brings extensive leadership experience from the luxury and consumer goods industries. His career spans senior roles at Richemont, where he headed its fashion and accessories division, and stints with Louis Vuitton in Europe and Christian Dior Couture in Japan.
Upon taking the helm at Lacoste, Vallat will succeed Thierry Guibert, who has led the brand since 2005. Guibert will continue to serve as CEO of MF Brands Group, Lacoste’s Swiss parent company, as well as of Maus Frères Group. According to WWD, Guibert will now focus fully on steering the group’s overall strategic direction.
Guibert expressed confidence in the transition, stating that Vallat is poised to lead Lacoste “into a new chapter of growth.”
Earlier this year, Vallat stepped down from Rémy Cointreau after a five-year tenure, during which he reinforced the group’s global luxury positioning.
Retail Expansion and Growth Ambitions
In April, Lacoste unveiled a flagship store at 575 Fifth Avenue in New York City, covering nearly 1,000 square meters. The launch marked a significant milestone in the brand’s international expansion—particularly in the North American market, where Lacoste is intensifying efforts to raise visibility and scale operations.
Looking ahead, Lacoste aims to nearly double its revenue, targeting €4 billion by 2026, up from €2.5 billion in 2022. To achieve this, the company is focusing on accelerating growth in footwear, women’s fashion, and fragrances—the latter developed in collaboration with Interparfums under a licensing agreement.
With Vallat’s cross-sector expertise and global outlook, Lacoste is positioning itself to elevate its brand presence and product offering in a rapidly evolving fashion landscape.
