A rendering of Lacoste's Westfield World Trade Center boutique.

Lacoste is strengthening its New York presence.

The brand, which temporary closed its 2,000-square-foot store this winter at 575 Madison Avenue, has reopened it with a new design. In addition, Lacoste will unveil a new, 3,400-square-foot store at Westfield World Trade Center on Aug. 16. The moves are part of a new business strategy to elevate the Lacoste brand in the U.S. by renovating high-profile locations and opening more impactful, larger-format retail stores in key U.S. regions, including New York, Florida and California.

“Lacoste’s retail expansion in New York City demonstrates our new approach to maintain and strengthen our premium position in the U.S.,” said Joëlle Grünberg, president and chief executive officer of Lacoste North America. “New York is one of Lacoste’s most important markets and our new Westfield World Trade Center location and upgraded Madison Avenue store both make a strong statement of our brand identity.”

Both boutiques feature a new design concept that was initially launched at Lacoste’s Rue de Sèvres boutique in Paris in late 2014. Designed by the company’s architecture and design team, the stores showcase an elevated, yet minimal design, with a polo wall serving as the main focal point to draw in customers from outside. The polo wall highlights Lacoste’s signature L.12.12 polos in a wide range of colors. In addition, the store has a vintage-inspired decor, including such sporty accents as wooden tennis rackets. Both stores carry Lacoste’s women’s, men’s and children’s apparel, as well as leather goods, fragrance, footwear, eyewear, watches and underwear.

Lacoste’s Westfield World Trade Center unit will have such design elements as a tennis court wall, a video wall, a dedicated leather good room and a footwear wall with an oversize version of Lacoste’s iconic crocodile logo.

The Madison Avenue store, which was previously all-white, now has a contrasting light and dark color palette and uses distinct materials such as oak and viroc. The store has dedicated areas for key categories such as shirts and leather goods.

Overall, Lacoste has close to 100 stores in the U.S. In addition to Madison Avenue and Westfield World Trade Center, Lacoste has six other locations in New York state.

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