Presskit Lacoste

Press Kit
LACOSTE S.A.
The LACOSTE legend was born in 1933, when René Lacoste revolutionized
mens’ fashion replacing the classical woven fabric, long-sleeved and
starched shirts on the courts, by what has now become the classic LACOSTE
polo shirt. More than 75 years after its creation, LACOSTE has become a «
lifestyle » brand which allies elegance and comfort.
The LACOSTE art of livingexpresses itself today through a large collection
of apparel for women, men and children, footwear, fragrances, leather
goods, eyewear, watches, belts, home textiles, and fashion jewelry.
LACOSTE founds its success on the essential values of authenticity,
performance, and elegance. The crocodile incarnates today the elegance of
the champion, René Lacoste, as well as of his wife Simone Lacosteand their
daughter Catherine Lacoste, both also champions, in everyday life as on the
tennis courts and golf courses.

Key Figures

(31/12/10)

- 2 LACOSTE items sold every second worldwide.
- Wholesale Turnover 1,4 billion euros, 90% of which is out of France
Michel Lacoste is Chairman of the Board of LACOSTE S.A. since April, 2008.
Christophe Chenut is CEO of LACOSTE S.A. sinceApril, 2008.
LACOSTE S.A. is owned 65% by the Lacoste family and 35 % by Devanlay (Maus family).
LACOSTE S.A. owns simultaneously 10% of Devanlay, its worldwide apparel and leather goods licencee.

A worldwide presence in 114 countries
The most important markets in order of importance are : the USA, France, Italy, UK and Spain

EUROPE
48 *

A selective distribution throughout
- more than1165 LACOSTE boutiques
- more than 2000 «corners» in department stores
- specialized outlets and sports stores

MIDDLE-EAST
13 *
AFRICA
7*
OCEANIA
2*

* Number of countries by continent

Latest Update: 11/09/2011

AMERICA
26 *

ASIA
18 *

Press Kit
LACOSTE S.A.
The Crocodile’s origins
The true story of the "Crocodile" begins in 1923 after a bet that
René Lacoste had withthe Captain of the French Davis Cup Team,
Allan H. Muhr, who promised him an alligator suitcase if he won
an important game for the team. This episode was reported in an
article in the Boston Evening Transcript, where his nickname of
the « Crocodile » came to life for the first time. The American
public grew fond of this nickname which highlighted the
tenacity he displayed on the tenniscourts, never giving up his
prey. His friend Robert George drew him a crocodile which was
embroidered on the blazer he wore on the courts. The Legend
was born.

The creation of the LACOSTE polo shirt
At the end of the 1920s, René Lacoste designs and makes for his own personal use a batch of cotton shirts in
an aired mesh. Comfortable and perfectly absorbing perspiration, this shirt helps tobetter support the heat
on the American courts. This shirt immediately revolutionized men's sportswear, replacing the classical
woven fabric, long-sleeved and starched shirts which players had worn on the courts until then.
The first LACOSTE polo shirt was white, slightly shorter than other shirts of the day, with a ribbed collar and
short sleeves, and it was made of a light knitted fabriccalled “Jersey petit piqué”. In 1933, by associating with
André Gillier, the owner and chairman of France’s largest knitwear manufacturing firm at the time, René
Lacoste launched the production of the crocodile logo embroidered shirt and thus give birth to the LACOSTE
L.12.12 polo shirt; L for LACOSTE, 1 for the unique fabric (cotton petit piqué), 2 for the short-sleeved version
(13.12 for thelong-sleeved version)and 12 for the number of prototypes presented to René Lacoste. This was
the first time that a brand name appeared on the outside of an article of clothing.

The LACOSTE Line

OLP

APL

20%

Apparel
Clothing 80%

Vêtements

Distribution Apparel and Other LACOSTE Products
( Wholesale Turnover in 1998)

OLP

APL

40%

Apparel
Clothing 60%

Vêtements...