Cafe Lacoste Will Expand Into Middle East in 2027
The fashion brand plans to introduce its hybrid retail-cafe concept to the Middle East by early 2027.
Updated on Sept. 29, 2026 in Business Travel
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Lacoste will launch its Cafe Lacoste travel retail concept in the Middle East by early 2027. This follows the success of existing locations in Paris and high-performing temporary pop-up activations in locations like Monaco.
Why it matters
The company is utilizing hybrid retail-cafe formats and pop-up events to boost customer engagement and strengthen brand relevance within international travel hubs. This strategy leverages the performance of current locations to expand into new markets.
The Paris store is currently outperforming internal projections by 40%. Previously, a pop-up takeover at Le Meridien Beach Plaza in Monaco ran for six months and successfully tripled the revenue generated from that space.
The players
Lacoste
Lacoste is a French clothing company founded in 1933 that sells clothing, footwear, sportswear, eyewear, leather goods, and perfumes.
Le Meridien Beach Plaza
Le Meridien Beach Plaza is a luxury hotel located in Monaco that has previously hosted brand pop-up events.
The details
The brand concept features heritage-themed interior designs, themed food items, and social media integration to draw in travelers. Beyond standard cafe operations, the expansion strategy includes unconventional amenities such as airside padel courts.
Timeline
November 2026: Vending machine concept opens at Perth Airport.
Early 2027: Cafe Lacoste debuts in the Middle East.
Travel Outlook
Lacoste is actively participating in the experiential retail shift in international travel hubs by integrating dining and active lifestyle amenities into airport footprints. This expansion follows industry patterns where brands move beyond traditional product sales to create lifestyle-focused environments for travelers.
Travelers should anticipate new food and retail options, such as branded vending machines and cafe seating, appearing at major hubs like Perth Airport starting this November. These changes may alter typical travel stopovers by providing new leisure activities like airside padel courts.
The takeaway
The brand is betting that experiential retail formats will drive higher engagement than traditional storefronts. Travelers can expect to see more of these integrated lifestyle concepts as companies seek to capitalize on the captive audience within airports.
Further reading
Learn more about evolving passenger service trends in Business Travel.
Source note: This article includes information reported by TRBusiness - Travel retail news, duty free news and business data.
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