Lacoste ousts its CEO Éric Vallat, Thierry Guibert takes back the helm

Éric Vallat has been removed from his position as chief executive officer of the French brand Lacoste. The corporate website now lists Thierry Guibert as CEO.

Reuters reported that Éric Vallat was ousted just before the brand's Paris show. The announcement came as a surprise due to its sudden nature. Lacoste confirmed this leadership change to Reuters but did not provide a reason.

Éric Vallat was appointed chief executive officer in June 2025, with the mission to support Lacoste's premiumisation strategy. This involved elevating the brand's market position and reducing its low-margin wholesale business. His prior experience at LVMH, Richemont, and Rémy Cointreau was intended to serve this ambition.

Upmarket strategy maintained

Thierry Guibert is resuming overall management of Lacoste. He had previously led the brand for ten years before the arrival of Vallat. He is also the chief executive officer of Maus Frères, the Swiss group that owns Lacoste.

According to Reuters, Vallat's departure is not linked to Lacoste's performance. His sudden removal, given that results are not in question, suggests internal disputes between the executive and the primary shareholder.

The privately held brand still targets an annual turnover of four billion euros by 2028-2030. Despite this departure, Lacoste affirms it will continue with its strategic roadmap, supported by strong fundamentals.