When the world gets closer.

We help you see farther.

Sign up to our expressly international daily newsletter.

Economy

France’s “Alligator” Brand Wades Into New Waters

Best known for its preppy polo shirts, fashion giant Lacoste is diversifying: targeting women, children and branché (hip) youth in an effort to push yearly earnings toward the 1.5 billion euro mark.

Lacoste, designed in France, made in Peru
Lacoste, designed in France, made in Peru
Nicole Vulser

France's world-famous "alligator brand," Lacoste inaugurated its first renovated flagship store on Paris's Champs-Elysées last week. The first of a new generation of boutiques, the shop will soon have sister outlets in Hamburg, Montreal and New York. "We are also looking for a symbolic location in Shanghai," says Christophe Chenut, CEO of Lacoste SA.

Between now and 2013, the fashion company will refurbish its 1,200 boutiques – to varying degrees. While some shops will get just a simple paint job, others are due for an extreme makeover.

For 10 years the group has been working on more specific product lines. Lacoste will stick with its signature cotton polo, but also introduce technical sporting clothes, a more chic collection called "Le Club," and "Lacoste Live," a line aimed at the branché crowd - young hipsters who love fashion. For this market, about 100 small shops located in fashionable locations such as the Marais neighborhood in Paris, London's Carnaby Street or New York's Soho, will be renovated.

In addition, the brand has just opened its first Parisian branch dedicated to children's clothes, "Lacoste Kids." Next up is the female market. "We're not offering women enough. They represent 80% of our clientele, while 80% of the products we sell are for men," Chenut noted.

The organization of Lacoste SA is an ideal case study. The company, founded in 1933 by tennis champion René Lacoste, has always operated on a system of licensing. Its income comes from royalties of an average of 8% of the bulk sales of its eight license holders. In 2011 it is looking to bring in 1.55 billion euros (a 10% increase from 2010.) Roughly 60% of revenue comes from the sale of clothes (made by Devanlay), 15% from perfumes (Proctor & Gamble) and the same amount from shoes. The remainder comes from glasses, leather goods, household linens and jewelry.

Lacoste and its main license-holder, Devanlay, which also manages the boutiques, are connected by complex capital links. Various heirs of René Lacoste together control 65% of Lacoste SA. The other 35% is owned by the Maus family, which controls 90% of Devanlay. Lacoste SA owns the other 10% of Devanlay.

Since the arrival of José Luis Duran, the former owner of Carrefour, as head of Devanlay in mid-2009, projects are multiplying. The Lacoste shareholders are involved in the management of the group, as are two of the founder's children: Michael Lacoste is president and Catherine Lacoste, a former golf champion, actively supports the company.

Lacoste SA remains an unlisted family group that doesn't publish its results. Despite recurring rumors, the Lacoste heirs don't have any intention of selling. "It's a company where you can build a long-term strategy. Being unlisted, the company isn't subject to the terror of quarterly results," said Chenut.

Faithful to a tradition of innovation -- René Lacoste was a professional tennis player for just five years and an inventor for 50 – Lacoste SA has entrusted designer Christophe Pillet with the company's laboratory. He manages a small team that, in conjunction with industrial partners, develops prototypes of all varieties: bicycles, surf boards, skis and a wooden tennis racquet, among others. They have also ventured into automotive engineering, maybe because René Lacoste's father ran the Spanish automotive company Hispano-Suiza. Some of these objects will be produced in limited edition and sold.

The trendy alligator brand spends between 5 and 10 million euros per year combating counterfeiting, which is often linked to the mafia and money laundering. In addition, more than 100 trials are ongoing against one of Lacoste's rivals, Crocodile international, which has become well established in certain countries. Alligator vs. Crocodile – the battle between the reptile brands has been raging for more than 30 years.

Read the original article in French.

Photo - Phil Roeder

You've reached your monthly limit of free articles.
To read the full article, please subscribe.
Get unlimited access. Support Worldcrunch's unique mission:
  • Exclusive coverage from the world's top sources, in English for the first time.
  • Insights from the widest range of perspectives, languages and countries
  • $2.90/month or $19.90/year. No hidden charges. Cancel anytime.
Already a subscriber? Log in

When the world gets closer, we help you see farther

Sign up to our expressly international daily newsletter!
Geopolitics

Why Fast-Tracking Ukraine's NATO Entry Is Such A Bad Idea

Ukraine's President Zelensky should not be putting pressure for NATO membership now. It raises the risk of a wider war, and the focus should be on continuing arms deliveries from the West. After all, peace will be decided on the battlefield.

American soldiers from the U.S. army during a training exercise in Grafenwoehr, Germany

Christoph B. Schiltz

-OpEd-

Nine NATO member states from Eastern Europe and the Western Balkans are now putting pressure for the military alliance to welcome Ukraine.

Ukrainian President Volodymyr Zelensky has been calling for "accelerated accession."

Stay up-to-date with the latest on the Russia-Ukraine war, with our exclusive international coverage.

Sign up to our free daily newsletter.

As understandable as it is that his country wants to join a strong defensive military alliance like NATO, the timing is wrong. Of course, we must acknowledge the Ukrainian people's heroic fight for survival. But Zelensky must be careful not to overstretch the West's willingness to support him.

Keep reading...Show less

When the world gets closer, we help you see farther

Sign up to our expressly international daily newsletter!
You've reached your monthly limit of free articles.
To read the full article, please subscribe.
Get unlimited access. Support Worldcrunch's unique mission:
  • Exclusive coverage from the world's top sources, in English for the first time.
  • Insights from the widest range of perspectives, languages and countries
  • $2.90/month or $19.90/year. No hidden charges. Cancel anytime.
Already a subscriber? Log in
THE LATEST
FOCUS
TRENDING TOPICS

Central to the tragic absurdity of this war is the question of language. Vladimir Putin has repeated that protecting ethnic Russians and the Russian-speaking populations of Ukraine was a driving motivation for his invasion.

Yet one month on, a quick look at the map shows that many of the worst-hit cities are those where Russian is the predominant language: Kharkiv, Odesa, Kherson.

Watch VideoShow less
MOST READ