Lacoste
Maus Frères · France
Lacoste is a French premium sportswear brand founded in 1933 by tennis champion René Lacoste and André Gillier, famous for its crocodile logo and polo shirt. Owned outright by the Swiss family group Maus Frères since 2012, it is led again by Thierry Guibert, who returned as chief executive in October 2026 after Éric Vallat's departure.
| Founded | 1933 |
|---|---|
| Founders | René Lacoste and André Gillier |
| Owner | Maus Frères (since 2012) |
| CEO | Thierry Guibert (again since October 2026) |
| Headquarters | Paris, France |
| Revenue | About 2.9 billion euros (2024) |
| Website | lacoste.com |
What is Lacoste?
Lacoste is a Paris based fashion and sportswear brand known for the crocodile logo and the piqué polo shirt. It sells apparel, footwear, leather goods and accessories worldwide and is the largest brand of Maus Frères, the Swiss family group that also owns Gant and Aigle.
History
Tennis player René Lacoste, nicknamed the Crocodile, founded the company in 1933 with knitwear manufacturer André Gillier. The brand claims its 1933 polo was the first piece of sportswear to carry a visible logo. In the United States it was long sold through the Izod Lacoste licensing partnership, which ended in 1993.
Maus Frères acquired full control of Lacoste in November 2012, valuing it at about 1 billion euros. Under chief executive Thierry Guibert, who led the brand from 2015, Lacoste reorganised distribution towards its own retail. In June 2025 the company announced Éric Vallat, former chief executive of Rémy Cointreau, as CEO from 1 September 2025, while Guibert continued to lead Maus Frères. In October 2026 Lacoste confirmed that Vallat had left and that Guibert, still chief executive of Maus Frères, was taking back the management of the brand; no reason was given.
Products and positioning
Lacoste sits in the premium segment, combining sportswear and tennis heritage with fashion collections. It sponsors athletes such as Novak Djokovic and has collaborated with brands including Supreme. Fragrances are licensed to Interparfums, eyewear to Marchon and watches and jewellery to Movado, while footwear is run through a joint venture with Pentland Group.
Business model and distribution
Lacoste reported revenue of about 2.9 billion euros and around 1,100 locations in 2024. Under Guibert, roughly 70 percent of sales shifted to the brand's own stores and 30 percent to wholesale, reversing the earlier balance.
- Own stores: boutiques and concessions worldwide
- Wholesale: department stores such as Saks Fifth Avenue, Nordstrom and John Lewis
- E-commerce: lacoste.com, launched in the US in 2007
- Licensing: fragrance, eyewear, watches and childrenswear
Why it matters
Lacoste is one of the oldest logo-led sportswear brands and a leading example of a family-owned European group building a global premium label. Its shift from wholesale to direct retail is often cited as a model for brands seeking greater control over pricing and customer data.
Frequently asked questions
Who owns Lacoste?
Lacoste is owned by Maus Frères, a Swiss family-held group that took full control in 2012. The same group owns the fashion brands Gant and Aigle.
Who is the CEO of Lacoste?
Thierry Guibert is chief executive of Lacoste again since October 2026. He led the brand from 2015, handed over to Éric Vallat in September 2025 and took back the role after Vallat's departure; he is also chief executive of the owner, Maus Frères.