One of the few shops in Courchevel where the beautiful people get equipped; as is suggested by its name, the store is the main mountain stockist for Lacroix clothes and equipment, including the ferociously expensive ‘Courchevel Exclusive’ (a bespoke trunk that comes with skis and accessories and costs a whopping €50,000).

Other high-end brands include Peak Performance, VIST, Castelbajac, M&F Girbaud, Spyder, Vuarnet and Oakley, while the rental department doesn’t disappoint with top-of-the range skis such as ‘Cruiser’ and Opale’ – incidentally, unavailable for rental elsewhere.