Lacoste North America to Be Led by Jamie Givens, Replacing Longtime Executive
Jamie Givens has been named the new chief executive officer for Lacoste in North and Central America, signaling a strategic expansion of leadership across the region. He will assume the role immediately, taking over from Robert Aldrich who has departed the company. The move involves relocating from London to New York within the month, underscoring Lacoste’s commitment to strengthening its presence in key North American markets.
When asked about the decision to relocate for this pivotal position, Givens described the move as a straightforward step toward embracing opportunities that arise along the career path. He emphasized the importance of not letting chances pass by, noting a cultural touchstone with a line from a song about a Brit in New York. He added that the decision is also about family, expressing excitement to bring his family to the bustling, vibrant city where Lacoste aims to deepen its footprint.
Givens brings a track record of leadership within Lacoste, having led Lacoste UK since 2018. His tenure there focused on strengthening business development efforts across the United Kingdom and Ireland, expanding retail partnerships, and driving brand visibility in competitive markets. Before assuming the UK role, the executive known as Levi held the position of Digital Director for brand development across the European region at Strauss & Co., contributing to strategic digital and commercial initiatives that supported Lacoste’s global growth ambitions.
As part of a broader leadership reshuffle, Xavier Le Borjnais succeeded Givens in the United Kingdom and Ireland. Le Borjnais joined Lacoste in 2015, beginning as director of leather goods sales and evolving to the role of vice president of lingerie and marketing for global leather goods sales. His experience added depth to the brand’s regional leadership, helping to align product categories with evolving consumer preferences and regional market dynamics.
Industry observers note that the leadership transition at Lacoste reflects the brand’s ongoing focus on regional strength in North America, where fashion and lifestyle labels are contending with shifting consumer habits, supply chain considerations, and climate-conscious demand. The firm’s strategy in the region aims to balance elevated brand storytelling with practical retail execution, ensuring that Lacoste remains a recognizable symbol of heritage with a contemporary edge. Internal channels suggest that the North American team will place a premium on enhancing direct-to-consumer channels, expanding flagship experiences, and leveraging data-driven insights to tailor assortments across major markets in the United States and Canada.
Historical context around Lacoste’s regional leadership demonstrates a pattern of dynamic moves designed to position the brand more effectively in key growth markets. The company has consistently pursued a mix of strong executive leadership, strategic market adaptation, and targeted investments in digital and physical retail experiences. In North America, these efforts are expected to further elevate Lacoste’s position among premium fashion brands while maintaining the brand’s timeless appeal and signature aesthetic. Analysts anticipate that Givens will focus on building a cohesive regional strategy that aligns product families, marketing narratives, and customer engagement initiatives across both sides of the border.
As the new CEO of Lacoste North America, Givens faces the challenge of integrating a robust product portfolio with an agile go-to-market approach. The leadership change will be watched closely by industry partners, retail networks, and consumers who associate Lacoste with a storied heritage and a forward-looking mindset. The company’s communications teams are expected to emphasize continuity in brand values while highlighting the fresh leadership that aims to drive growth and build broader consumer loyalty across Canada and the United States. The transition will likely influence boutique performance, e-commerce strategy, and regional partnerships as Lacoste positions itself for sustained momentum in a competitive marketplace.
References to prior leadership transitions within Lacoste’s European and North American operations illustrate a broader pattern of strategic rotation intended to optimize regional execution. While Aldrich’s departure marks a notable change, the succession plan is designed to maintain momentum, leverage Givens’s regional experience, and support Lacoste’s long-term growth objectives in North America. The company has historically valued leadership that can translate global brand ideals into locally resonant experiences, reinforcing the brand’s presence in major urban centers and through digital channels that connect with a diverse customer base. The evolving leadership landscape at Lacoste signals continued investment in people, markets, and channels that drive brand equity and consumer engagement across North America.
Note: This summary reflects publicly reported leadership updates and corporate context. All statements are presented to offer an overview of leadership changes and strategic considerations affecting Lacoste in North America. Attribution to original reports is provided by industry press and corporate announcements as part of ongoing coverage of executive leadership transitions.