MALAYSIA. Lacoste has partnered with Valiram to open a standalone boutique at Kuala Lumpur International Airport Terminal 1.
The 70sq m boutique marks the debut of Courtlines, a store concept developed specifically for travel retail. Courtlines draws on the French fashion brands tennis heritage to create an immersive shopping environment inspired by a tennis court.
At the boutique’s centre is a net-inspired merchandising fixture showcasing the brand’s signature L.12.12 polo shirts in cylindrical packaging modelled on tennis ball tubes. The design offers a collectable and giftable format for travel retail.
A colour-coded display spanning the full Lacoste polo range is a focal point of the store and enables shoppers to navigate the assortment with ease.
The boutique offers a personalisation service for travellers to choose from a selection of sense of place-inspired patches, customise selected purchases and create personalised souvenirs or gifts.
The assortment also includes the travel retail-exclusive (TREX) Lacoste’s Skyline collection, featuring T-shirts adorned with the skyline of each destination in which the range is offered, creating a distinctive sense of place for travellers. The collection was designed by Lacoste Travel Retail and Corporate Director Asia Pacific Erin Lillis.
This sits alongside the Commuter Pack, a travel-ready backpack.
According to the company, Kuala Lumpur International Airport was selected as a strategic location because of its diverse international passenger base and the travel hub’s role as a key aviation gateway in Southeast Asia.
According to Lacoste, its partnership with Valiram will strengthen both brand visibility and commercial performance as it continues to expand in Asia Pacific travel retail. ✈
*Announcing The TREX Factor – Reaching B2C + B2B Audiences
The Moodie Davitt Report has launched a breakthrough crossover B2B to B2C video series focused entirely on travel retail-exclusive (TREX) products. {Click on the YouTube Icon to view TREX Travels to the Duty-Free World, the introductory video to The TREX Factor} Filmed by our acclaimed Shenzhen-based Moodie Davitt STUDIO division, the pioneering B2B and B2C crossover series is being shown in multi-lingual form (led by but not limited to Chinese and English) on the Moodie Davitt STUDIO YouTube channel, our dual WeChat Video platforms and (coming soon) Xiaohongshu. EPISODE 1{Click on the YouTube icon to view Episode 1 on the Moodie Davitt STUDIO platform or here to watch on WeChat with Chinese subtitles} In our worldwide premiere, resident TREX Master Martin Moodie – the world’s leading duty-free shopping commentator and Founder of world-renowned The Moodie Davitt Report, introduces Johnnie Walker Blue Label Xordinaire, aged in former French XO Cognac casks, designed to add an element of smoothness and sweetness. Johnnie Walker Blue Label Xordinaire brings these elements together for an extraordinary finish. And, most importantly, it is a definitive TREX, available only in duty-free and travel retail stores. Click on the YouTube icon to view. EPISODE 2{Click on the YouTube icon to view Episode 2 on the Moodie Davitt STUDIO platform or here to watch on WeChat with Chinese subtitles} In our second episode, resident TREX Master Martin Moodie introduces you to two single malt whiskies from The Macallan, one of the truly famous Scotch whiskey distilleries of the world. Two very interesting variants with very different stories behind them. Click on the YouTube icon to view. EPISODE 3Our third episode features 叠川 The Chuan, which celebrates the vision of French drinks powerhouse Pernod Ricard to create a prestige Chinese malt whisky. Resident TREX Master Martin Moodie is joined on set by Rolls Wang, Retail Manager at Duty Zero by cdf, Hong Kong International Airport. Brands or retailers wishing to participate should contact Martin Moodie at Martin@MoodieDavittReport.com |
