The Story of the Lacoste Brand: How a Bold Business Idea Helped Build an Empire

Sometimes, creating a cult brand simply requires timely embracing a bold business idea, no matter how risky it may seem. This is exactly what René Lacoste did, and thanks to his ingenuity, one of the most influential companies in the world of sports fashion was born. The story of how this brand came to be deserves attention from anyone looking to start their own high-income enterprise.

How It All Started

Rene Lacoste was born in 1904 into a wealthy family. His father owned a large industrial business, which enabled him to introduce his son to the world of professional tennis. Rene excelled on the courts, quickly transforming from a clumsy boy to a promising athlete. At nineteen, he was invited to join the French team for the prestigious Davis Cup. The following year, he reached the final match at Wimbledon, where he was defeated by another Frenchman, Jean Borotra. This marked the beginning of a highly successful sports career for Rene, winning numerous competitions including Wimbledon, the French and US Open, and several Grand Slam tournaments. One of his most significant achievements was attaining the title of world's number one tennis player in 1927.

René Lacoste’s success in professional sports drew attention from the global aristocracy, for whom tennis was a favorite pastime in those years. The tennis world was elite and exclusive, characterized by unwritten conservative rules in athletes' attire. Players competed in wide light-colored trousers, long-sleeved shirts, and knit sweaters, which were hot, uncomfortable, and restrictive. René Lacoste changed the game by prioritizing his own comfort over conforming to established standards. During the 1926 US Open, he introduced a polo shirt he designed. The short sleeves allowed him to move faster and more freely, making the summer heat less of a problem. He won the tournament in this innovative shirt and proudly wore it during the award ceremony.

In 1927, the famous logo of the future brand—the alligator—was born. Legend has it that before a crucial match, René made a bet with the team captain and wagered a suitcase made of alligator leather. Although he lost the bet, René fought so fiercely on the court that he earned the nickname "the alligator." He embraced this associative image, using it extensively in marketing.

Shortly after, René's friend, the artist Robert George, drew a crocodile emblem that would become the brand's iconic symbol within a few years. The small green crocodile appeared on all of René Lacoste's belongings, and through constant appearances in the media, it became synonymous with refinement, success, and style among the elite audience.

Lacoste - A New Fashion Brand

In 1933, feeling saturated with professional sports, René Lacoste decided to venture into the fashion industry by leveraging his image through the production of fashionable sportswear. Teaming up with knitwear manufacturer André Gillier, Lacoste founded the company "La Societe Chemise Lacoste," specializing in producing iconic polo shirts with the alligator logo. The target audience quickly expanded to include golfers and yachtsmen.

In 1951, René made two significant moves: he entered the US market and revolutionized the conservative world of sports fashion by introducing colorful polo shirts. Previously, polo shirts had been only white, but Lacoste's introduction of colored models was warmly received by the fashion-forward individuals of that era.

Throughout the company's existence, the design of the legendary polo shirt evolved, anticipating fashion trends. The stylistic aspects of the garments gradually transformed from sporty to elegantly sophisticated. Bold new colors and prints were introduced continually. However, one thing remained constant—shirts featuring the crocodile logo on the chest always remained fashionable, serving as a distinctive symbol of the wearer's sophistication.

A Transition to a New Generation of Management

In 1963, Bernard Lacoste took over the company's management. The brand's founder, René Lacoste, stepped back from business, opting for a well-deserved retirement. The new business manager significantly increased sales by expanding the range to include various branded products: shorts, t-shirts, shoes, fragrances, leather goods, and sunglasses. From that point on, Lacoste products became sought after by fashion connoisseurs worldwide.

In 2012, significant changes in the company's management occurred when two share packets owned by Michel Lacoste and his daughter Sophie Lacoste Durnell were sold. The brand was acquired by the Swiss company MausFrères, which has continued to maintain leading positions in the fashion apparel and luxury perfume markets.

The success story of Lacoste vividly illustrates how a bold business idea can lead to staggering success. When the company was founded, the idea of mass-producing revolutionary polo shirts was quite risky. So, if you have unconventional business ideas, don't be afraid to take risks—this is how significant fortunes are made.