Lacoste opens first Latin American café in São Paulo

Lacoste has opened its first Café Lacoste in Latin America, located at Shopping Cidade Jardim in São Paulo, Brazil. This move marks the brand's expansion into permanent hospitality spaces outside of Europe, following successful models in Paris and New York.

The café aims to extend the brand's lifestyle proposition by combining fashion, gastronomy, and tennis-inspired aesthetics. The menu features specialty coffees, lattes, sandwiches, and seasonal dishes designed to reflect the brand's identity.

Rather than operating the venue directly, Lacoste has licensed the experience. The daily operations are managed by Il Barista, under the leadership of Gelma Franco, while the gastronomic concept follows the global matrix established by the Giraudi Group. This opening reinforces the strategic importance of the Brazilian market as the brand moves beyond traditional retail to offer sensory brand experiences.