Read on FashionNetwork.comLacroix Accelerates Premium Strategy with New Boutiques in Val d'Isère and Courchevel
The iconic French ski brand Lacroix is reinforcing its upmarket repositioning with the strategic opening of two company-owned boutiques in the prestigious French resorts of Val d'Isère and Courchevel 1850. These moves, part of the brand's revival under new ownership since 2022, aim to solidify its presence in premium destinations and support ambitious growth targets, including a revenue goal of 10 million euros by 2030.
The French Alps are witnessing a strategic resurgence of a heritage brand. Lacroix, the iconic ski label founded by Olympic champion Léo Lacroix, is making a decisive move to cement its premium positioning. As reported by FashionNetwork.com, the brand concluded 2025 by opening two flagship, company-owned boutiques in the heart of France's most emblematic ski destinations: Val d'Isère and Courchevel 1850. These openings are not merely retail expansions; they are calculated steps in a broader revival plan initiated after the brand's acquisition by Günther Doll and Damien Bodoy in 2022, signaling a focused commitment to high-end markets and direct consumer engagement.
A Strategic Relaunch and Repositioning
Lacroix's journey has been one of legacy, challenge, and renewal. Founded in 1966, the brand built a reputation on technical excellence and performance, synonymous with high-end French skiing. However, the company faced significant difficulties, entering safeguard proceedings before its pivotal takeover in 2022. Under the leadership of Günther Doll, Lacroix embarked on a clear strategic path centered on an upmarket repositioning. This involves refining production, which now primarily occurs in Italy and Portugal, while pursuing collaborations to refresh its image and attract a younger, fashion-conscious clientele.
Flagship Openings in Premium Destinations
The choice of locations for the new boutiques is highly strategic. Val d'Isère and Courchevel 1850 are not just ski resorts; they are global epicenters of luxury alpine tourism. Opening owned stores in these locations allows Lacroix to control its brand experience fully and directly connect with a high-net-worth international audience. Each boutique spans 140 square meters but offers distinct aesthetics tailored to their environment.
In Val d'Isère, the brand has established a chalet-style boutique at Parc 1963 on Avenue Olympique, designed as a warm and contemporary refuge. In contrast, the Courchevel 1850 boutique, named the "Lacroix Igloo" on Rue des Verdons, embraces a minimalist, architectural design inspired by the purity of the high mountains. These physical spaces are tangible manifestations of the brand's premium ethos and commitment to the alpine lifestyle.
Driving Growth Through Direct Retail and Collaborations
The boutique openings are a key component of a multi-faceted growth strategy. By moving into owned retail, Lacroix gains higher margins and direct customer relationships, complementing its existing wholesale network of 45 points of sale in France and 20 internationally in markets like Korea, Canada, the US, and Austria. The timing of the openings was synergized with product launches to maximize impact. Notably, the launch of an exclusive Lacroix x Courchevel capsule collection coincided with the boutique opening, enhancing visibility throughout the winter season.
Collaborations remain a central pillar for revitalizing the brand. The recently launched capsule with fashion house Jacquemus, timed around the boutique openings, is aimed at reaching a younger demographic and injecting contemporary fashion credibility. Looking ahead, Lacroix is already preparing its next partnership with jewelry brand APM Monaco for the 2026/2027 season, indicating a sustained strategy of strategic alliances.
Financial Ambitions and Future Outlook
These strategic initiatives are underpinned by clear financial targets. Lacroix anticipates 30% growth following these expansions and plans to open approximately 10 new points of sale in the coming years. With estimated revenue of 2.2 million euros in 2025, the brand has set an ambitious goal to reach 10 million euros by 2028-2030. The owned boutiques in Val d'Isère and Courchevel serve as critical flagship assets to drive this growth, enhance brand prestige, and provide a solid foundation for international expansion.
In conclusion, Lacroix's end-of-year boutique openings are a definitive statement of intent. They represent the physical and commercial culmination of a strategic relaunch focused on premium positioning, controlled brand experience, and targeted growth. By planting its flag in Val d'Isère and Courchevel, Lacroix is not just selling ski wear; it is reclaiming its heritage and asserting its future as a leading name in luxury alpine apparel.
