Lacoste Chooses AI-Powered Mirakl Connect to Speed Global Marketplace Expansion
Lacoste has chosen Mirakl Connect, an AI-powered multichannel selling platform, to accelerate its expansion on major fashion marketplaces such as Galeries Lafayette and El Corte Ingles.
The move aligns with a trend where top fashion houses leverage the platform economy — which is faster than traditional e-commerce — to power their growth.
Retailers that leverage marketplace infrastructure record 34% annual growth — nearly four times the rate of traditional e-commerce — according to Mirakl's 2025 Marketplace and Dropship Index. In 2025, marketplace growth advanced nearly three times faster than traditional e-commerce. Also, brands operating across multiple channels experience an average business volume that's 17.5 times higher than those presenting on a single channel.
Mirakl Connect lets Lacoste maintain control over its brand experience across multiple channels. Rather than managing fragmented technical integrations marketplace by marketplace, many premium brands are instead turning to solutions powered by AI to seamlessly absorb operational complexity. This frees up their teams to focus on driving sales growth and improving the customer experience.
"Lacoste needed a technology partner capable of helping us reach new audiences while strengthening our omnichannel approach, ensuring the consistency of our brand experience across every channel, and preparing us for the future evolution of commerce — notably the rise of agentic commerce," Thomas Voisin dit Lacroix, chief digital officer at Lacoste, said in a media release. "Mirakl Connect stood out as the most technically advanced solution on the market. Our ambition is to make marketplaces one of the key growth drivers for Lacoste."
Beginning with onboarding, the AI-powered Catalog Transformer, built on Mirakl's proprietary language models, reduces the journey to market from months to weeks through automating product catalog optimization at scale. Day to day, the platform centralizes order, inventory and pricing management across all channels, giving Lacoste's teams full control over their brand experience without the complexity of in-house integrations.
More than 50 fashion and luxury marketplaces across Europe rely on Mirakl, enabling sellers such as Lacoste to expand their presence into new markets seamlessly, regardless of the channel.
Lacoste was founded in 1933 and sells in nearly 100 countries.
