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French brand Lacoste fired CEO ahead of Paris runway show, sources say - Finance news and analysis from Global Banking & Finance Review
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French brand Lacoste fired CEO ahead of Paris runway show, sources say

Published by Global Banking & Finance Review

Posted on October 7, 2026

2 min read

· Last updated: October 7, 2026

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Lacoste Fires CEO Eric Vallat Days Before Paris Fashion Showcase

Leadership Shakeup at Lacoste Ahead of Major Event

Background of Eric Vallat’s Tenure

PARIS, Oct 7 (Reuters) - French tennis and lifestyle brand Lacoste quietly fired its CEO, Eric Vallat, shortly before the brand's latest Paris fashion show at the end of last week, three sources familiar with the matter told Reuters. 

Vallat, who previously ran high-end spirits maker Remy Cointreau, was named CEO in June 2025 as part of Lacoste's "premiumisation" push to move the brand upmarket and reduce low-margin wholesale. 

Company’s Official Statement

A spokesperson for the brand with the crocodile logo confirmed Vallat was ousted, adding that the brand would continue its strategy on "robust fundamentals" without elaborating on the reasons for the change. 

Return of Thierry Guibert

Thierry Guibert, who had been at the brand's helm for a decade until Vallat came on board, will take back the CEO role, the spokesperson added. Guibert is also the head of Maus Freres, Lacoste's Swiss parent company. 

Speculation on the Departure

Two sources familiar with Vallat's ouster said the performance of the unlisted brand, which aims to reach €4 billion in annual sales by 2028-2030, was not the reason for his departure. 

Reporting Credits

(Reporting by Tassilo Hummel)

Key Takeaways

  • Éric Vallat, recruited in mid‑2025 from Rémy Cointreau amid Lacoste’s premiumisation strategy, has been removed shortly before Paris Fashion Week runway show (yahoo.com)
  • Thierry Guibert, Lacoste CEO from 2015 to 2025 and current chief of Maus Frères/MF Brands, will retake the CEO role (linkedin.com)
  • Sources indicate the decision was not due to Vallat’s performance; Lacoste confirms the exit and pledges to maintain strategy based on “robust fundamentals” as it targets €4 billion in annual sales by 2028–2030 (marketscreener.com)

References

Frequently Asked Questions

Who was fired as CEO of Lacoste?
Eric Vallat was fired as CEO of Lacoste shortly before the latest Paris fashion show.
Who is taking over as Lacoste's CEO after Eric Vallat's departure?
Thierry Guibert, former CEO and current head of Maus Freres, is resuming the Lacoste CEO role.
Was Lacoste's performance the reason for Eric Vallat's firing?
According to sources, the performance of Lacoste was not the reason for Eric Vallat's departure.
What is Lacoste’s parent company?
Lacoste's parent company is Maus Freres, based in Switzerland.
What sales target has Lacoste set for 2028-2030?
Lacoste aims to reach €4 billion in annual sales by 2028-2030.

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