French sportswear label Lacoste ousted chief executive Eric Vallat after 16 months, reinstating group chief Thierry Guibert to steer the business toward its four-billion-euro revenue target.
The abrupt leadership change took place days before the brand staged its runway collection at Paris fashion week. Guibert, who led Lacoste for a decade before Vallat took over in June 2025, resumes direct control while retaining his role as head of Swiss parent company Maus Freres.
Premium push meets wholesale reality
Vallat joined Lacoste from French spirits maker Remy Cointreau with a mandate to take the crocodile brand upmarket. That strategy focused on trimming lower-margin wholesale distribution, elevating store presentation and raising average selling prices across footwear and apparel.
Two people familiar with the departure said commercial performance did not cause the exit. A company spokesperson confirmed the dismissal, stating that the label will maintain its operational strategy on robust fundamentals without detailing the reasons behind the management switch.
Maus Freres tightens operational control
Guibert built the foundation for the current retail footprint during his previous ten-year tenure at the French label. His return puts direct operational authority back into the hands of the parent holding group.
For multi-brand retailers and department store concessionaires, the reshuffle reduces uncertainty over wholesale accounts. Vallat’s aggressive push to cut wholesale allocations had strained relations with regional distributors who rely on core polo shirt and activewear volumes.
Managing wholesale versus direct retail
Balancing brand prestige with commercial volume remains a delicate exercise for heritage athletic labels. Moving too fast away from wholesale channels risks leaving money on the table in secondary retail markets where monobrand boutiques are difficult to justify.
Maus Freres faces the challenge of protecting gross margins while defending volume in competitive mall locations. Premiumisation drives often face friction when consumer spending on mid-tier luxury softens and shoppers push back against higher ticket prices.
The road to four billion euros
Lacoste hired Vallat in June 2025 after his turnaround work at Remy Cointreau, betting that luxury drinks experience would translate into higher brand equity on apparel racks. His departure marks one of the shortest chief executive tenures in the label’s recent history.
Guibert now takes full operational responsibility for delivering on the group’s target of four billion euros in annual revenue between 2028 and 2030.