Lacoste has opened a new flagship store in Séoul, in the Seongsu district, according to information relayed by FashionUnited. L'ouverture, announced on 2 November 2026, includes the first Café Lacoste in Corée.
The store spans more than 800 square metres. Seongsu is described as one of the creative districts of the South Korean capital, known for its industrial past and brick buildings. The architectural concept of the site draws on this heritage and establishes a parallel with Lacoste's origins in tennis.
At the entrance to the store, visitors discover a monumental installation by artist Mauricio Alejo, depicting tennis rackets frozen in motion. The Café Lacoste, the first of its kind in the country, offers drinks, desserts and exclusive products, including a Polo Cake modelled on the silhouette of the brand's signature polo shirt.
A deliberate international expansion
« Le développement de nos flagships à travers le monde témoigne de notre ambition de renforcer la présence et la désirabilité de Lacoste à l'international », explains Thierry Guibert, chief executive officer of Lacoste, in a statement.
Lacoste, which is part of the Swiss group MF Brands Group, operates a network of 1,100 stores in 98 countries. The opening of the Séoul flagship comes just days after the brand presented its autumn-winter collection for a second time in Shanghai, confirming its commitment to the Asian market.
The site will host a programme of events devoted to fashion, art and culture, aimed at the local creative community.
