Lacoste has parted ways with chief executive officer Éric Vallat after roughly twelve months in the role, confirming on Wednesday that Thierry Guibert, his predecessor and current head of parent MF Brands Group, will retake operational leadership of the French fashion-sport label.

Vallat stepped down last week, ahead of creative director Pelagia Kolotouros's spring 2027 collection show. A Lacoste spokesperson, contacted Wednesday, confirmed the departure but declined to give a reason. Vallat did not respond to a request for comment.

When did Vallat arrive, and what was his brief?

Vallat joined Lacoste in September 2025 from Rémy Cointreau Group, where he was a senior executive in the cognac business. At the time of his appointment, the company set out a mandate to build on the momentum created under Guibert's first tenure and "unlock a new chapter of growth, true to its identity while continuing to move confidently forward."

What does the move signal for sourcing and product decisions?

Lacoste is set to "pursue its strategy of premiumization supported by a solid position and robust fundamentals," a company spokesperson said. For sourcing teams, that push typically translates into higher-grade fabrics, smaller runs, tighter supplier vetting and elevated packaging — choices that hinge on which factories the brand consolidates with and how it negotiates minimum-order quantities.

How large is Lacoste today?

Market sources put Lacoste's annual revenues at approximately €3 billion, with the brand having tripled in size over the past decade during Guibert's first stint. International expansion, heavier weighting toward premium retail channels and a louder presence at the fashion-sportswear crossover have anchored that growth.

Where does the runway line sit in wholesale?

The Kolotouros-designed runway collection, sold at selected Lacoste stores worldwide, now counts around 40 fashion retailers as stockists, including Dover Street Market, Selfridges, Galeries Lafayette, Ssense and Japan's Hankyu. That selective roster gives the returning CEO a controlled elevated-fashion distribution layer to defend or extend through the premiumization agenda.

What does the wider group bring to the role?

Guibert will retain his post at MF Brands Group and Maus Frères Group, the Swiss holding company that controls Gant, Aigle and Technifibre alongside department stores, supermarkets and shopping malls. Sitting inside a multi-brand portfolio means Lacoste's sourcing, licensing and distribution decisions now align with sister labels that already share back-office scale, freight contracts and select manufacturing partners.

What is the near-term operational focus?

The spring 2027 show by Kolotouros will be the first major public-facing milestone under the renewed arrangement, with the collection paraded on the runway as the new management structure settles in. Brand executives will need to convert the premiumization messaging into measurable gross margin and lead-time outcomes if the next decade is to match the revenue scaling of the last.