Lacoste targets travel retail growth with foray into North East India
25 March 2026, Mumbai
In a decisive move to capture the burgeoning affluent traveler segment, Lacoste India has inaugurated its first boutique in North East India at the Lokpriya Gopinath Bordoloi International Airport in Guwahati. Finalized on March 24, 2026, this launch signals a strategic shift toward high-potential transit hubs as the Indian travel retail sector eyes a $12.5 billion valuation by 2030. The boutique targets the ‘culturally confident’ consumer of the Seven Sisters, where a 14 per cent rise in regional premium apparel demand is outpacing traditional metropolitan growth.
Capitalizing on the high-velocity transit model
The Guwahati outlet is a cornerstone of Lacoste’s ‘Le Club’ retail concept, optimized for the limited dwell times of domestic terminals. By prioritizing a ‘hero product’ assortment -specifically its signature piqué polos and high-turnover accessories - the brand aims to contribute to an expected 6 per cent revenue share from airport retail alone. This expansion addresses the structural shift in Indian aviation, which is currently experiencing a 12.8 per cent CAGR in passenger traffic, turning terminals into competitive high-street alternatives.
Regional penetration and operational resilience
Beyond the North East, the brand is executing a disciplined rollout in emerging Tier-II clusters to hedge against high real estate costs in Tier-I cities. Despite global supply chain volatility, Lacoste’s domestic partner, Sports and Leisure Apparel, has maintained healthy operational margins by leveraging localized sourcing hubs.
Guwahati is no longer a peripheral market; it is a gateway to a sophisticated, aspirational demographic, states Rajesh Jain, Managing Director & CEO, Lacoste India. The brand’s airport presence ensures they meet customers exactly where their lifestyle journey begins, he adds. The launch follows successful entries into Raipur and select Southern hubs, reinforcing a debt-free expansion model that prioritizes brand equity over aggressive discounting.
Founded in 1933 by tennis legend René Lacoste, the French heritage brand entered India in 1993. Today, it operates a premium network of boutiques and shop-in-shops across 98 countries globally, with India serving as a key growth engine. With annual global turnover exceeding €2.5 billion, the brand's 2026 outlook focuses on doubling its travel retail footprint and achieving 80 per cent regional sourcing to enhance supply chain agility.
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