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Lacoste’s premium relationship management Cabeau unveils innovative new Evolution X pillow L acoste is looking to the future, networking and premiumising its image all while making big plans for GTR and Asia. Speaking about how strategic it is these days, Lacoste Travel Retail and Corporate Director Erin Lillis said: “Lacoste is really upgrading the premiumisation of the brand. For instance, just last week, we dressed Venus Williams at the Met Gala.” Lillis pointed out that “the show is about continuing relationships and reconnecting with people face-to-face”. She reminded: “It’s the human touch that is needed, it’s sitting across the table with people rather than just following up on email, I will have met themmaybe yesterday for an hour to hash out new business agreements” but it doesn’t end there. Lillis, who has been busy since she arrived, with back-to-back meetings noted how the sector would benefit from being a bit more open so that working together to get the most out of GTR was much more easily achievable. She explained: “I think the best thing to consider is: ‘Let’s work together’. Let’s be much more transparent so we can then plan better. H aving spent 6 years researching developing the new Evolution X pillow, the newly released product has a strong scientific study behind its function. The innovative anti-head-tilt technology reduces weight pressure on the spine, ensuring customers fall asleep and stay asleep. Cabeau’s scientists found that the weight carried on spines alters dramatically the more tilted the head. The new release promises to fit all sizes, while ensuring heads stay at a 5-8 degree angle in stark contrast to other manufactures who they found allowed heads to tilt to a 39-56 degree angle. Made from recycled materials and fully recyclable, the Evolution X pillow features innovative cooling vents within a plastic structure to stop travellers overheating while emulating a hand-to-head cradle feeling. The pillow offers 360-degree neck support while having a fully anti-microbial Silvadur treated fabric to resist mould and fungus, while being easily removed for washing. The new design also features easy to try on labelling, meaning travellers on the go can quickly try on the product without bothering with scratchy labels or interference from packaging. Alongside the new neck support pillow, they showed a new 360-degree display The kind of conversations we’re having now are much more like three- year strategic plan conversations, rather than ‘what can we do next month?’.” Lillis also highlighted how the rise in Indian travellers was also likely to have a halo effect on the brand since Lacoste is already well- established and recognised in India, domestically. She added: “The rise of the middle class in India, that’s going to really impact things. We’ve already got around 11 stores across India, so we’re already really quite developed there.” Basement 2 / 2-K23 topper allowing customers to see all angles of the neck pillow which retailers have found improved interaction with the products displayed. The Evolution X is currently retailing for US$49.99 after launching in the United States in April, and will be released globally in May. The B Corporation certified product has been featured on CNN, Forbes and CNBC. Basement 2 / 2-F11 Wednesday 14 May 2025 21 T F W A D A I L Y