Lacoste confirmed it removed chief executive Eric Vallat shortly before a Paris show and said Thierry Guibert will return as CEO.
French brand Lacoste removed chief executive Eric Vallat shortly before its latest Paris fashion show at the end of last week, three sources familiar with the matter told Reuters. A spokesperson confirmed the removal on Wednesday.
Vallat, previously chief executive of Rémy Cointreau, was named in June 2025 as part of a push to move the crocodile-logo brand upmarket and cut low-margin wholesale. The spokesperson said the strategy continues on robust fundamentals and did not give a reason for the change.
Thierry Guibert, who led Lacoste for a decade before Vallat, will return as chief executive, the spokesperson said. Guibert also heads Maus Frères, the Swiss parent.
Two sources said the performance of the unlisted brand, which aims for €4 billion in annual sales by 2028-2030, was not the reason for the departure. Reuters did not publish a company figure for current sales.
The confirmed fact is the leadership change. The motive remains attributed to sources, not to a public explanation.
People Sentiments Neutral
- A Lacoste spokesperson confirmed Eric Vallat was removed and said the strategy continues on robust fundamentals.
- Two sources told Reuters that sales performance was not the reason for the change.