LONDON — Lacoste is starting over in London.

The French sportswear company has opened a latest flagship on Regent Street. The brand previously had a flagship in Knightsbridge.

“For us, this opening is a robust signal to our international aficionados. As we did with Lacoste Arena in Paris, 182 Regent Street reflects our ambition to reinvent the shopper experience, offering our communities unique experiences in exceptional and unifying locations,” said Catherine Spindler, deputy chief executive officer of Lacoste, in a press release.

The shop sits between Gant and Hugo Boss, taking over 9,700 square feet with two floors and 4,000 pieces on display.

The wall on the steps charts the brand’s history with tennis as Lacoste prepares to have a good time its ninetieth anniversary.

The shop offers collections from women’s, men’s and kids’s, in addition to a footwear area and golf, tennis and fitness performance lines with a customization service available on the bottom floor.

Japanese artist Hayu designed pieces of art for the shop, corresponding to a wire crocodile harking back to a tennis court and a picket ceiling.

“In the identical spirit, we’re planning to open a latest space in Latest York in 2024 and in Asia,” said Spindler.

The brand celebrated the opening with an in-store cocktail party followed by an after party at Phonica Records in Soho with a special performance by Bugzy Malone.

In February, Lacoste named that Pelagia Kolotouros the brand’s latest creative design director, taking up from Louise Trotter, who had joined the corporate in 2018.