Lacoste, part of the Swiss-owned MF Brands group, saw an 8% YoY increase in sales in 2024, approaching 3 billion euros ($3.24 billion). CEO Thierry Guibert reaffirmed the brand’s growth strategy, aiming for 5-10% annual growth and a 4 billion euros ($4.32 billion) sales target by the end of the decade. While iconic polo shirts now make up only 20% of sales, Lacoste has expanded its direct-to-consumer channels, which now represent 70% of business. The brand is focusing on the North American market, with plans to double its sales and open a flagship store on Fifth Avenue in New York. Guibert also revealed plans to diversify into hospitality and hinted at future acquisitions, targeting brands with annual revenues of around 500 million euros ($540 million).