Fashion retailer Lacoste has opened its new London flagship store on Regent Street, which is now the retailer’s largest store in the UK.

The new 9,687 sq ft space aims to “highlight the brand’s iconic pieces”, with 4,000 items on display for customers to shop including its classic polo shirts.

The new store, which opened this week, has been designed to “embody the beating heart of all Lacoste cultures” and follows in the footsteps of Lacoste’s Parisian flagship opening last year.

A combination of footwear and sport-focused womenswear, menswear and childrenswear will be available to shoppers, and it also offers customisation services for its “crocodile essentials” including a range of colours, initials and cut options.

Lacoste said its new Regent Street location aims to “offer a true architectural and immersive experience”, and the interior features exclusive artwork from Japanese artist HAYU.

The store has an immersive tunnel between spaces, as well as interactive screens and lighted arches.

Lacoste deputy chief executive Catherine Spindler said: “We are proud to open this new flagship on Regent Street, located in one of the most vibrant and cosmopolitan cities in the world.

“For us, this opening is a strong signal to our international aficionados. As we did with Lacoste Arena in Paris, 182 Regent Street reflects our ambition to reinvent the customer experience, offering our communities unique experiences in exceptional and unifying locations.”

The fashion and sportswear retailer also confirmed the opening of two new stores in 2024. Spindler said: “In the same spirit, we are also planning to open a new space in New York in 2024 and in Asia.”