Lacoste has dismissed chief executive Eric Vallat just days before the French fashion and lifestyle brand staged its latest Paris runway show, according to reports.

Vallat’s departure was confirmed by Lacoste, with the company declining to give a reason for the leadership change. Three sources familiar with the matter told Reuters that Vallat had been ousted shortly before the brand’s show at the end of last week.

Thierry Guibert, who led Lacoste for a decade before Vallat’s appointment, will return as CEO. Guibert is also chief executive of Lacoste parent company Maus Frères.

Vallat joined Lacoste in 2025 after previously leading luxury spirits group Rémy Cointreau. His appointment formed part of Lacoste’s strategy to “premiumise” the brand, moving it further upmarket while reducing its reliance on lower-margin wholesale.

Despite the abrupt change in leadership, two sources said Lacoste’s financial performance was not behind Vallat’s departure.

Lacoste said it would continue its strategy, describing the business as being built on “robust fundamentals”.

The leadership change comes as Lacoste targets €4bn in annual sales by 2028-2030. The brand has been investing in its positioning as a global lifestyle business, building on its heritage in tennis while expanding beyond its traditional polo and sportswear offering.

Its latest Fall-Winter 2026 collection, presented at Roland-Garros, drew on the brand’s tennis heritage and featured technical outerwear and a collaboration with Scottish outerwear specialist Mackintosh.

The return of Guibert gives the brand a familiar hand at the top as it continues its premiumisation strategy.

Lacoste’s current corporate leadership lists Guibert as CEO, confirming the leadership transition.

In July, Lacoste secured an interim court order against Shein in France, as part of an ongoing trademark dispute over products sold on the fast fashion platform.

The ban, which remains subject to a final ruling, is intended to “prevent infringement of Lacoste’s renowned trademarks resulting from the sale of clothing, jewellery and fashion accessories on the Shein platform”.

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