The end of 2025 marks a phase of acceleration for Lacroix, which is strengthening its mountain presence with the opening of two owned boutiques in emblematic French resorts. On November 29, the brand opened its first store in Val d’Isère, followed on December 4 by a boutique in Courchevel 1850. These two strategic addresses, each spanning 140 square metres, underscore Lacroix’s determination to establish a lasting presence in the leading premium ski destinations.

In Val d’Isère, the brand has set up a chalet-style boutique at Parc 1963, avenue Olympique, conceived as a warm, contemporary refuge. In Courchevel 1850, the Lacroix Igloo, located on rue des Verdons, offers a more minimalist, architectural aesthetic inspired by the purity of the high mountains. Coinciding with these openings is the launch of an exclusive Lacroix x Courchevel capsule, further reinforcing the brand’s visibility over the winter season.

Founded in 1966 by Léo Lacroix, an Olympic alpine skiing champion, the brand has established itself as a benchmark in high-end French skiing thanks to its exacting standards of technical expertise and performance. After a more challenging period marked by safeguard proceedings, Lacroix embarked on a new phase of development from 2022, following its takeover by Günther Doll and Damien Bodoy. This relaunch centres on a clear upmarket repositioning. Today, production is carried out mainly in Italy and Portugal, while the historic factory remains in Italy.

As part of this strategy, the brand is stepping up targeted collaborations to reach a younger clientele and refresh its image. The collaboration with Jacquemus follows a deliberately timed schedule: the capsule has been available since December 1, a few days before the opening of the Courchevel 1850 boutique and immediately after the opening in Val d’Isère.

With these two openings, Lacroix now operates two owned boutiques, alongside 45 wholesale points of sale in France and 20 internationally, notably in Korea, Canada, the US, and Austria. The brand anticipates 30% growth and plans to open around 10 new points of sale over the coming years. Revenue is estimated at 2.2 million euros in 2025, with a clear ambition to reach 10 million euros by 2028-2030. In this vein, Lacroix is already preparing its next collaboration with APM Monaco for the 2026/2027 season.