Mirakl Connect accelerates Lacoste's expansion on premium marketplaces

Lacoste relies on Mirakl Connect to accelerate its multichannel growth while preserving its brand DNA.

Paris, April 22, 2026 - Mirakl Connect, the AI-powered multichannel selling solution, has been selected by Lacoste — the iconic house founded in 1933 and present in nearly 100 countries — to accelerate its growth on major fashion marketplaces, including Galeries Lafayette and El Corte Inglés.

This partnership marks a significant milestone in Lacoste's distribution strategy and confirms a fundamental trend: the world's leading fashion houses are turning to the platform economy to accelerate their growth. Retailers leveraging marketplace infrastructure record 34% annual growth — nearly four times faster than traditional e-commerce — according to Mirakl's 2025 Marketplace and Dropship Index. During that year, marketplace growth advanced nearly 3 times faster than traditional e-commerce, and brands operating across multiple channels achieve an average business volume 17.5 times higher than those present on a single channel.

Today's leading premium brands are making a decisive strategic shift. Rather than managing fragmented technical integrations marketplace by marketplace, they rely on solutions powered by cutting-edge AI to automatically absorb operational complexity. Their teams can then focus on what matters most: driving sales growth and enhancing the customer experience. Lacoste has chosen Mirakl Connect to transform its marketplace presence into a true engine for development and performance.

"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. 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." says Thomas Voisin dit Lacroix, Chief Digital Officer at Lacoste.

Mirakl Connect will support Lacoste at every stage of its multichannel selling journey. Right from onboarding, the AI-powered Catalog Transformer, built on Mirakl's proprietary language models, reduces time-to-market from several months to just a few weeks by automating product catalog optimization at scale. On a day-to-day basis, the platform centralizes order, inventory, and pricing management across all channels, giving Lacoste's teams complete 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.

"The world's most demanding houses, such as Lacoste, choose Mirakl Connect for one specific reason: they want the power of an enterprise-grade infrastructure and the simplicity of an AI-driven platform, without ever compromising their brand standards. Lacoste, with its remarkable growth trajectory, represents exactly the type of brand that Mirakl Connect was built for." says Sophie Marchessou, Chief Customer Officer at Mirakl.

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About Mirakl

Founded in 2012, Mirakl has been at the forefront of marketplace innovation, empowering every business to compete in the platform economy.

Today, Mirakl’s operating system combines an enterprise marketplace solution (Mirakl Platform) that enables retailers and B2B organizations to launch, scale, and operate marketplaces and dropship, AI-powered multichannel selling (Mirakl Connect), retail media (Mirakl Ads) and an agentic commerce infrastructure (Mirakl Nexus).

With dual headquarters in Boston and Paris, Mirakl helps a global ecosystem of 450+ marketplaces (B2C and B2B) and a network of over 100k third-party marketplace sellers. Brands like Macy's, Decathlon, Carrefour, Asos, and Airbus Helicopters use Mirakl to grow their businesses in new and remarkable ways.

To learn more about Mirakl