Lacoste Partners with Giraudi Group to Launch First Café in Paris

Paris, France, February 5, 2026 – The line between fashion and food just got a little blurrier.

Lacoste, the iconic French fashion brand known for its crocodile logo and polo shirts, is extending its “art de vivre” into the hospitality world with the grand opening of its first Café Lacoste.

Located in the heart of Paris, on the prestigious Avenue Franklin D. Roosevelt, this isn’t just a pop-up; it’s a permanent venture, marking a serious commitment to blending style, sport, and a new kind of culinary experience.

Following a successful trial in Monaco, Lacoste has partnered with the Giraudi Group (founded by Riccardo Giraudi, known for developing iconic restaurant concepts globally for over two decades) for this Parisian inauguration.

The brand sees this as a natural extension of its universe, a “true living space” fully aligned with the Lacoste spirit.

But is this truly about extending an “art de vivre,” or is it simply a shrewd marketing play to capture more of the luxury lifestyle market?

The Café, spanning 100 square metres and offering 65 seats, is steeped in Lacoste’s signature codes. Expect deep green and off-white tones, touches of terracotta, noble materials, and subtle tennis-inspired lines. It’s designed to be both “warm and elegant,” a testament to the brand’s enduring aesthetic.

The concept aims for an all-day offer, combining dine-in, takeaway, and delivery to match “new urban rhythms.”

This flexibility suggests a strategic move to integrate into daily life, not just special occasions.

Under the direction of Thierry Paludetto, chef for the Giraudi Group, the menu aims to revisit classic favorites with “accuracy and flair.”

Think club sandwiches, fresh salads, seasonal dishes, and unique desserts. The standout, however, is the “Polo Cakes,” designed as “iconic objects” for sharing or taking away.

The drinks menu also offers creative lattes like pistachio and ube, alongside a signature beverage, L’Eau de Croco (a blend of coconut water, matcha, and ginger). It’s certainly an adventurous menu for a fashion brand.

Beyond the gourmet offerings, Café Lacoste seamlessly transitions into a concept store. Here, customers can find a curated selection of exclusive products, from fine food items and French porcelain tableware stamped with the Lacoste name, to a dedicated textile collection.

This integrated approach ensures that the “experience” can be taken home, further blurring the lines between dining, retail, and brand immersion.

Eric Vallat, CEO of Lacoste, stated, “With Café Lacoste, we naturally extend our universe into a shared living space… in the heart of Paris, and that will naturally find their place in other locations.” This vision confirms that Paris is just the beginning.

While the venture offers a unique blend of gastronomy and iconic brand identity, the ultimate test will be whether Café Lacoste can deliver a truly authentic and memorable experience, or if it simply becomes another stylish, but ultimately fleeting, brand extension in a city already brimming with culinary excellence.