Lacroix Elevates Ski Style with New Boutiques and Bold Collaborations

French skiwear brand Lacroix is accelerating its growth strategy with a significant expansion into key mountain resorts, underscored by the recent opening of two flagship boutiques in Val d'Isère and Courchevel 1850. The Val d'Isère location, which debuted on November 29th, and the Courchevel 1850 store, launched December 4th, each spanning 140 square metres, represent a firm commitment to establishing a strong, lasting presence in premium ski destinations.

Each boutique offers a distinct aesthetic reflecting its location. The Val d'Isère store is designed as a warm, contemporary chalet-style refuge situated at Parc 1963, avenue Olympique. In contrast, the Courchevel 1850 boutique, dubbed the “Lacroix Igloo” on rue des Verdons, embraces a minimalist and architectural design inspired by the stark beauty of the alpine landscape. To coincide with these openings, Lacroix has also launched an exclusive Lacroix x Courchevel capsule collection, designed to amplify brand visibility throughout the winter season.

Founded in 1966 by Olympic alpine skiing champion Léo Lacroix, the brand has long been recognized as a leader in high-end French skiwear, built on a foundation of technical expertise and performance. Following a period of financial challenges and safeguard proceedings, Lacroix underwent a significant revitalization in 2022 with a takeover by Günther Doll and Damien Bodoy. This new leadership has spearheaded a clear repositioning towards the luxury market, with production now primarily based in Italy and Portugal, while maintaining a presence at its historic Italian factory.

A key component of Lacroix’s resurgence is a strategy of strategic collaborations aimed at attracting a younger demographic and modernizing its brand image. The recently launched collaboration with Jacquemus, available since December 1st, is a prime example, timed to coincide with the boutique openings in Val d'Isère and Courchevel 1850. Looking ahead, Lacroix is already planning a collaboration with APM Monaco for the 2026/2027 season, demonstrating a continued commitment to innovative partnerships.

Currently, Lacroix operates these two owned boutiques alongside a network of 45 wholesale points of sale across France and a further 20 internationally, including key markets like Korea, Canada, the US, and Austria. The brand is projecting a substantial 30% growth in the near term and anticipates opening approximately 10 new points of sale in the coming years. With an estimated revenue of 2.2 million euros in 2025, Lacroix has ambitious goals to reach 10 million euros in revenue by 2028-2030.