French brand Lacoste fired CEO ahead of Paris runway show, sources say

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. 

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. 

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. 

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 by Tassilo Hummel)