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 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.
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. ✈
