Lacoste Opens Seoul Flagship in Seongsu
The 8,000-square-foot store in Seoul's Seongsu district is Lacoste's latest flagship and debuts its first Café Lacoste in South Korea.
Updated on Nov. 2, 2026 in Retail
Lacoste opened a flagship store in Seoul's Seongsu district on a Friday, spanning more than 8,000 square feet over four levels. The store includes the brand's first Café Lacoste in South Korea.
Why it matters
The opening extends Lacoste's physical retail footprint in South Korea, where it already operates more than 230 points of sale. It follows a series of recent flagship and café openings in Paris and Hong Kong.
The Seoul flagship covers more than 8,000 square feet across four levels, added to Lacoste's network of over 230 points of sale in South Korea. The company has not disclosed sales figures for the new location.
The players
Lacoste
Lacoste is a French apparel brand founded in 1933 by tennis champion René Lacoste, known for its polo shirts bearing a crocodile emblem.
Thierry Guibert
Thierry Guibert is the chief executive officer of Lacoste, who returned to the role in October 2026.
Mauricio Alejo
Mauricio Alejo is an artist who created the monumental tennis racquet installation displayed in the Seoul flagship.
The details
The interiors use terracotta tones and white to reference the neighborhood's brick walls and tennis courts. The store features a monumental installation of tennis racquets by artist Mauricio Alejo, a Polo Wall displaying the signature polo shirt, and a personalization space for customizing pieces, along with works from international and local artists.
Timeline
Summer 2026: Lacoste took over the pool and outdoor lounge of the Mondrian hotel in Seoul's Itaewon district.
October 2026: The Seoul flagship in Seongsu was unveiled on a Friday.
Retail Expansion
The Seoul opening follows the first Café Lacoste in Paris in February and the Hong Kong flagship in May, extending a 2026 pattern of pairing flagship stores with café concepts. The approach reflects brands adding experiential retail formats to traditional shopping spaces.
Shoppers in South Korea gain a new Lacoste location with an in-store personalization space for customizing pieces. The Café Lacoste format adds a dining option to the shopping experience.
The takeaway
Physical stores are increasingly built around experiences such as dining, personalization and art installations rather than product alone. Shoppers planning a visit can expect a combined retail and café environment.
Further reading
For more on how brands are reshaping physical shopping, see Retail.
Source note: This article includes information reported by WWD.
