Lacoste men’s underwear and loungewear has made its way to Macy’s Herald Square.
The brand marked the opening of its 350-square-foot men’s underwear and loungewear shop with an in-store event on Thursday night that included models, appetizers and associates offering style consultations.
The shop is located in the department store’s recently revamped lower level, which is dedicated to men’s accessories and basic furnishings. It features Lacoste signage with fixtures holding boxed packs of underwear and Supima T-shirts in addition to an area devoted to lounge separates.
The space, which is exclusive to Macy’s Herald Square, joins underwear and loungewear shops from Polo Ralph Lauren, Under Armour, Hugo Boss, Ralph Lauren, 2(x)ist, Diesel, Emporio Armani, Tommy Hilfiger and Jockey.
The collection, which is designed, produced, and distributed by licensee Delta Galil Industries Ltd., hit Lacoste locations in November. According to Paul Cronin, vice president of men’s at D2 Brands, a division of Delta Galil, green is the top-selling color in the line. The cotton stretch colored models and allover printed woven underwear, which both are offered in a two-pack for $36.50, are also performing well.
Cronin said the line is designed for “a modern guy built for the sport of life. He doesn’t live in the gym for eight hours.” Packaging features a slim, muscular guy and his face is visible, which isn’t typical in men’s underwear packaging, according to Cronin.
Over the next few months the underwear will roll out to Macy’s best stores, 18 Nordstrom locations, Bloomingdale’s, Zappos, Amazon and about 70 key specialty stores in the U.S.