Lacoste has changed its top leadership shortly before its latest Paris fashion show, with the French lifestyle brand removing CEO Eric Vallat and bringing back Thierry Guibert to lead the company. The change was reported on October 7 after sources said Vallat had left the role. The move comes as Lacoste continues efforts to strengthen its brand image and grow sales around the world.
Vallat joined Lacoste in June 2025 after previously leading the luxury drinks company Remy Cointreau. His appointment was part of a wider plan to improve the fashion brand’s position and reduce its dependence on lower margin wholesale sales. His departure therefore comes at an important point for the company as it works to make its products more attractive to customers and build a stronger direct relationship with shoppers.
A company spokesperson confirmed Vallat’s departure but did not give a reason for the change. Sources said the decision was not connected to the company’s performance. That point is important because Lacoste is continuing to pursue an ambitious growth plan. The company wants to increase annual sales to about four billion euros between 2028 and 2030, meaning that its leadership will need to manage both brand growth and the changing global fashion market.
Guibert is already closely linked with Lacoste. He previously served as the company’s long time chief executive and currently leads Maus Freres, the group that owns Lacoste. His return gives the brand an experienced leader who knows its products, history and business structure. It also allows the company to avoid a long period of uncertainty while it works through the next stage of its strategy.
Lacoste has a special place in the fashion market because it sits between sportswear and lifestyle clothing. The brand began with tennis and became known for its crocodile logo, polo shirts and connection to sport. Over time, it expanded into a wider range of clothes, shoes and accessories. That mix allows the company to appeal to customers who want both a casual look and a stronger fashion identity.
The leadership change also comes during Paris Fashion Week, when global attention is focused on French fashion brands. Runway shows are important not only for presenting new clothes but also for shaping the public image of a brand. A company such as Lacoste can use these events to show how it wants customers to see its future. The timing of the CEO change therefore adds extra interest around the brand.
The company will now need to balance its long history with the demands of a modern fashion market. Younger shoppers often expect brands to offer new designs, strong online experiences and a clear identity. At the same time, established brands must protect the features that made them successful. Lacoste’s challenge is to grow without losing the sports and lifestyle character that has made its name widely known.
Guibert’s return gives the company a familiar leader as it moves forward. The coming years will show whether the brand can meet its sales target and strengthen its position in global fashion. For now, the leadership change marks a new stage for Lacoste at a time when the company is trying to build a larger and more modern business while keeping its traditional identity.
