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Smartappart Troyes - 30/04/2019

In the Aube, the crocodile is showing its teeth: Lacoste reinforces its presence in Buchères

In the Aube, the crocodile is showing its teeth: Lacoste reinforces its presence in Buchères

The crocodile is doing very well. Lacoste recorded a 26% growth in sales to reach a turnover of 3.1 billion euros in 2018. A group that has ambition for its brand and for the Aube region, poised to enter the very elite class of the three world centers of Lacoste manufacturing.


A European platform

In Buchères, a new logistics warehouse of 55,000 square meters will take a load off the Troyes site, the industrial cradle of the brand, too small to transfer existing stocks. Because by 2020, Lacoste expects its activity to be on the rise with the reinstatement of its shoe business in Britain and all-out innovations in underwear and the famous polos. As e-commerce is also booming, the logistics park of the Aube will host an extension of 36,000 m2 to meet the demand.


A renewed trust agreement with the region

With 350 jobs at stake, the Aube region can be satisfied with the loyalty of the brand established there for 85 years. A boon for companies in the textile basin and for this logistics park that has already attracted many investors! The strategic location of the Aube in Europe and the density of the motorway infrastructure make it an ideal location for logistics.


Lacoste looks to the future

This XXL storage platform will be mechanized and is preparing to ship 24 million and then 33 million pieces worldwide by 2025. The French rooster gets along smashingly with the crocodile! The Park welcomes this European center of excellence to boost the dynamism of a brand that is muscling up its marketing and changing its face: "tenacious, creative and free willed" temperaments from all walks of life: sport, fashion, cinema, music or modeling. With Novak Djokovic among others but also the French actor Rod Paradot, the French-Senegalese dancer Salif Gueye and the Korean artist Sang Woo. And in their midst, the Aube and Lacoste form a strong couple confident in the future.


Related reading:

- The footballer Gaëtane Thiney, native of Troyes, prepares for the Women's World Cup from June 7 to July 7, 2019


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