1933
Origin of the brand with industrial production of the first LACOSTE shirts, in particular the white “petit piqué” cotton polo shirt code-named the “1212”.

1934 to 1939
Progressive and selective sales development of top quality polo shirts was observed.

1940 to 1946
The company's activity was interrupted during the war.

1946
Production started up again in the French market.

1951
Apparel exports to Italy began in this year along with an addition of a color range to the white petit piqué cotton polo shirt.

1952
This year marked the beginning of apparel exports to the United States.

1959
First collection for children was launched.

1960
Shorts and striped polo shirts were launched. The string damper was also patented by René Lacoste.

1961
An apparel manufacturing and distribution license was signed in Spain.

1963
René LACOSTE invented the first steel racket: revolution in tennis equipment that threatens the supremacy of wooden rackets and leads the way for today’s models. He also created the first LACOSTE tennis shoe. Bernard Lacoste, René Lacoste’s eldest son, took over as company Chairman.

1964
This year witnessed the beginning of apparel exports to Japan.

1966
An apparel manufacturing agreement was signed in the United States.
1968
LACOSTE Eau de Toilette, produced under license by Jean PATOU, was launched.

1971
An apparel manufacturing and distribution license was signed in Japan.

1974
René Lacoste invented and patented the “damper” used on LACOSTE steel rackets which is located at the end of the shaft and absorbs vibrations while improving accuracy and increasing the energy restitution.

1978
An apparel manufacturing and distribution license was signed in Brazil.

1981
An agreement was signed with L’AMY for the development of a line of sunglasses and optical frames. The world’s first LACOSTE boutique opened in Paris.

1982
A clothing manufacturing and distribution license was signed in Australia.

1984
A new line of “LACOSTE pour Homme” toiletries was launched with Jean PATOU. For the launch of the Peugeot 205, a special “LACOSTE” limited series was constructed.

1985
A new line of LACOSTE tennis shoes was launched, manufactured in France, followed by deck shoes in 1986 and walking shoes in 1988. The Paris Boat Show of the LACOSTE 42-foot yacht, designed by American architects “STEPHENS and SPARKMAN” and produced as a limited edition, was also presented.

1986
Apparel manufacturing and distribution licenses were signed in South Korea and Argentina.

1987
A manufacturing and distribution license was signed in Japan with a new partner, the SEIBU SAISON Group.

1988
An apparel manufacturing and distribution license was signed in Thailand. René Lacoste patents a new tennis racket concept: the “EQUISYSTEME”.

1990
Launch of the “EQUIJET” racket; its unique shape combines the benefits of large-head and small-head rackets.

1991
Apparel manufacturing and distribution licenses were signed in Mexico and Turkey. A worldwide licensing agreement was signed for LACOSTE Leisure shoes, with the PENTLAND Group. Lacoste, Borotra, Brugnon and Cochet, the French team of Guy Forget and Henri Leconte wins the Davis Cup in Lyon from the U.S.A., wearing a crocodile on their hearts!

1992
In the United States, Canada and the Caribbean, the LACOSTE Group resumed control over the LACOSTE brands with the help of its worldwide manufacturer, DEVANLAY S.A. Both the production and distribution in the United States and Canada were ensured by DEVANLAY S.A. An apparel manufacturing and distribution license agreement was signed in India.

1993
A new worldwide manufacturing agreement was signed with DEVANLAY S.A., industrial partner and associate of LACOSTE, until June 30th 2012. This agreement granted exclusive worldwide manufacturing rights for LACOSTE apparel to DEVANLAY. New distribution agreements were also signed with DEVANLAY S.A. for France and Germany, extending through to June 30th 2012. To mark its 60th anniversary, LACOSTE organized a worldwide campaign in support of the fight against multiple sclerosis. The proceeds raised for this cause amount to more than US$1 million.

1994
A licensing agreement was signed for a line of LACOSTE watches, to be produced by the Swiss company ROVENTA-HENEX and distributed by the VIMONT S.A. Company. Signing of an apparel distribution license in China and opening of a LACOSTE boutique in Shanghaï. Line of LACOSTE watches were launched in April, at the Basel International Watch fair.

1995
The first American LACOSTE boutiques opened in Florida. A distribution license was signed in Russia. An agreement was signed between LACOSTE and FICO, the International Ocean Yacht Racing Federation. The FICO-LACOSTE World Championship recognized the world’s leading skipper.

1996
The first LACOSTE boutique opened in Moscow, Russia. The LACOSTE Internet site was also launched in this year. LACOSTE boutique on Madison Avenue, New York opens in December.

1998
In March, the worldwide clothing production partner, DEVANLAY S.A., was taken over by the Maus family (90%) and LACOSTE (10%). The Maus family, through DEVANLAY, thus became a 35% minority shareholder of LACOSTE, with the remaining 65% belonging to the Lacoste family.

1999
In July, LACOSTE grants the worldwide apparel license for the LACOSTE brand to DEVANLAY, until December 31st 2012; license extended until 2025 in March 2000. This agreement covers the creation, manufacturing, distribution, merchandising and product advertising for LACOSTE apparel. License agreement for LACOSTE home textiles, covering Europe, the Middle East and Africa, was signed in October with DESCAMPS S.A., a part of the ZUCCHIBASSETTI group. In May, an agreement was signed with Christophe Lemaire, successor to Gilles Rosier who was henceforth responsible for the artistic direction of DEVANLAY’s LACOSTE activities.

2000
License agreement for LACOSTE belts for men, women and children was signed in October with COLLAERT S.A, and covering Europe, the Middle East and Africa. Worldwide license agreement for LACOSTE bags, travel items and small leather goods was signed with SAMSONITE in December. License agreement for the marketing of LACOSTE fragrances and beauty products was signed in September with P & G PRESTIGE BEAUTE, the Fine Perfume Division of the PROCTER & GAMBLE Beauty Care Business Unit.

2001
Shooting took place in October of a commercial in ShanghaÏ with famous Chinese director WONG KAR WAI, Cannes Festival award winner and creator of “In the Mood for Love”. Agreement for the creation of a LACOSTE leather goods line was signed in October with Christophe Pillet, who is also the designer of the new furniture line for LACOSTE boutiques and corner concession stands.

2002
In July, the first new concept LACOSTE boutique opened in Dusseldorf. The new concept was created by Patrick Rubin and Christophe Pillet. Further new concept boutiques opened in Tokyo, Lyon, Orlando, Berlin, London and Istanbul. In October, P&G Prestige Beauté launches ‘LACOSTE Pour Homme’ worldwide with a major advertising campaign by Herb Ritts.

2003
In April, P&G Beauté launched LACOSTE Pour Femme. Created exclusively for LACOSTE by Olivier Cresp, the launch is accompanied by a campaign from the photographer Nathaniel Goldberg. In July, two new concept LACOSTE boutiques opened their doors in Paris and New York. In September, the first LACOSTE fashion was held in New York.

2004
In Autumn, P&G Prestige Beauté launches Lacoste “Touch of Pink”. The development of the Lacoste Piqué Stretch polo contributes to the success of the brand worldwide.

2005
LACOSTE announced the signature of a five year partnership with Andy Roddick, 22-year-old tennis player, who becomes one of the LACOSTE Ambassadors. LACOSTE's Board of Directors appoints Michel LACOSTE Chairman of the Board and Chief Executive Officer, and confirms the positions of Jean-Claude Fauvet and Marc Lumet as Senior Executive Vice Presidents. Bernard Lacoste was named Honorary Chairman of LACOSTE. LACOSTE new advertising campaign ‘Un peu d'air sur terre’ was launched. LACOSTE and L'AMY Group renewed their optical and sunglasses license agreement (men’s, women’s, and children) for the LACOSTE Brand in Europe, Middle- East and Africa. LACOSTE and CHARMANT Inc. signed a license agreement for the same products, beginning January 1st 2006 for Asia and South America and July 1st 2006 for North America and Mexico. At TFWA World Exhibition 2005 in Cannes, LACOSTE unveiled international accessories travel retail concept. In Autumn, P&G prestige Beauté launched ‘LACOSTE ESSENTIAL’ worldwide. A two-year partnership with Lorena Ochoa, Mexican golf player who has been ranked N°1 world player, was signed from 2006 until today.

2006
Bernard Lacoste, who presided over the destiny of the famous crocodile, and turned the emblem of his father, the tennis champion René Lacoste, into one of the best known brands around the world, passed away peacefully in Paris, on March 21st, 2006. LACOSTE announces its entry into a long-term worldwide license agreement with MOVADO Group, Inc. The agreement is effective as of January 1st, 2007 and includes design, production, and distribution of men’s and women’s timepiece collections. The René Lacoste Foundation was created, under the aegis of the Fondation de France, with an ambition to help young people, both in France and abroad, to find their way in life through sport and pass on to these young people René Lacoste’s values.

2007
A 5-year worldwide Home Textile license agreement was signed with VINCENZO ZUCCHI S.p.A., effective from January 1st, 2007. It includes the exclusive worldwide manufacturing and distribution of the LACOSTE Home Textile collections, except for Japan and Singapore. In summer, P&G Prestige Beauté launched ‘ELEGANCE' worldwide, LACOSTE new Men fragrance.

2008
A long-term worldwide eyewear license agreement was signed with the CHARMANT Group. The agreement is effective as of January 1st, 2008 and includes design, production, and distribution of LACOSTE optical and sunglasses collections. The brand celebrates its 75th anniversary all year long. In April, the Board of directors of LACOSTE S.A. appointed Christophe Chenut as CEO, Michel Lacoste remained President. The renewal of the partnership with Lorena Ochoa was extended until December 31st, 2010. In September, LACOSTE became official sponsor of the Australian Open. In November, LACOSTE extended for 5 years its partnership with the ATP as the official outfitter for apparel and footwear.

2009
In February, Lacoste became the first international brand to support the "Save Your Logo" campaign initiated by the Global Environment Facility. In the USA, LACOSTE joins the Breast Cancer Research Foundation by donating 10% of the proceeds from its Pink Croc Collection for the entire month of October, to help fund research to find a cure for breast cancer. Hayden Christensen is the face for Challenge, the new LACOSTE fragrance for men launched during Roland Garros in May. For Spring/Summer, Zaha Hadid designs for LACOSTE a special footwear capsule collection. In order to expand into the mobile phone market, LACOSTE S.A. signed a worldwide license agreement with the MODELABS Group. In July, Jose Luis Duran was appointment head of DEVANLAY, licensed partner of the crocodile brand for its apparel. During the ATP World Tour Finals in London, LACOSTE announced the renewal of its partnership, both on and off the tennis courts, with Andy Roddick, brand ambassador since 2005.

2010
This year, LACOSTE launched a limited edition of its 101 pilot-style frame sunglasses from 1980’s, its new book ‘The Element of Style’, fragrance for Men: LACOSTE Essential Sport, e-shop in France. By August, the e-commerce website becomes available in the U.K and Germany. In June, LACOSTE signed a four year global license with GL Bijoux Group to develop its fashion jewelry line. This agreement includes the conception, production and distribution of LACOSTE Jewelry. In September, Felipe Oliveira Baptista became the new creative director of the LACOSTE brand. In October 2010, the René Lacoste Foundation celebrates its 4th anniversary. In November, for the first-time ever a LACOSTE polo shirt integrates into the French National Museum Collections of the Musée des Arts Décoratifs. By the end of 2010, besides the institutional website LACOSTE.com, 36 countries where the brand is present and have their own LACOSTE website. In December, 2010, LACOSTE was the fourth best-known brand on Facebook.

2011
In January, LACOSTE granted the license for eyewear to Marchon Eyewear, Inc. Under the aegis of LACOSTE SA, Marchon Eyewear, Inc., would design, manufacture and sell optical and sunwear LACOSTE collections. In January, British style icon Alexa Chung became the new face for LACOSTE’s latest Female Fragrance “Joy of Pink”. LACOSTE launched its new International Global Communication Campaign. LACOSTE organizes the first Unconventional Chic LACOSTE Prize conjunctly with GQ Magazine "Man of the Year 2010", which is awarded to Bryan Ferry, the British music legend. In February 2011 LACOSTE L!VE Spring-Summer 2011 Campaign goes live. Introducing L!VE, a new collection, it embodies an unexpected and cool combination of LACOSTE original style and Street Art. In February 2011, LACOSTE introduces its first ever collection of male fragrances, inspired by its iconic polo shirt: « Eau le Lacoste L.12.12 ».