Lacoste announces the opening of its newest retail store at Kuala Lumpur International Airport. Developed in partnership with Valiram, the 70sqm store underscores Lacoste’s strategic focus on Asia Pacific Travel Retail channel.
At the heart of the new store is the “Courtlines”, a retail concept developed by Lacoste specifically for travel retail. It draws on the brand’s tennis heritage to create a bold, court-inspired visual experience. A net-structured fixture takes centre stage, showcasing the iconic L.12.12 polo in innovative cylindrical packaging. Inspired by tennis ball tubes, the packaging is reimagined as a collectible format, designed to be giftable and tailored to the needs of international travellers. A colour-coded grid spanning the full Lacoste polo palette delivers a striking, easy-to-navigate display, while supporting consistent brand expression across locations.
Customers can also personalise their purchases through a curated selection of playful, location-inspired patches, adding a unique touch that transforms each item into a keepsake or a thoughtful personal gift.
The assortment also includes SKYLINE and COMMUTER PACK, developed with the travel retail shopper in mind. Through “Courtlines”, Lacoste reinforces its position in experiential travel retail, balancing commercial effectiveness with authentic brand expression.
Kuala Lumpur International Airport stands as one of the key activation gateways in Southeast Asia. It serves a highly diverse and international passenger base. This makes it an ideal platform for Lacoste to deliver impactful brand experiences. Valiram brings its deep regional expertise and strong established retail execution across Southeast Asia. Together, they create a strong foundation for brand visibility and commercial performance.
