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© History Oasis
1933-1963
Tennis champion turned entrepreneur René Lacoste created the modern sports apparel industry. He invented the polo shirt in 1929 and founded the company in 1933 with the first visible logo on clothing. The iconic crocodile logo. Lacoste would go on to patent over 50 innovations, including a steel tennis racket in 1963, which won 46 Grand Slam titles. He built a licensing business model that became the industry standard. He famously called himself an inventor, not a businessman.
1963-2005
Bernard Lacoste transformed a 300,000-unit annual business into a global brand. He introduced colored polo shirts beyond white and launched women's lines. Bernard also opened the first Lacoste boutique in Paris in 1981. By the 1980s, Lacoste was doing over $400 million in sales in America alone. He partnered with Roland-Garros in 1971 and launched men's perfume in 1968. Thanks to Bernard, Lacoste is a household name.
2005-2008
Michel Lacoste took over the fashion giant during a brief period marked by an explosive family scandal. In 2012, he was embroiled in a bitter public feud with Sophie Lacoste-Dournel over company control, telling Le Monde that she "hasn't spent a day of her life in a business." He was later accused by his Swiss partner Maus Frères of manipulating family members to seize control. The family warfare ultimately forced the sale of the entire company to Maus Frères for €1 billion.
2008-2012
Christophe Chenut was a professional manager who modernized Lacoste during its transition to Maus Frères ownership. He hired designer Christophe Lemaire to create upscale collections, reaching 50 million products sold globally by 2005. Chenut also oversaw new sponsorships, including major tennis partnerships with Andy Roddick and other stars. He retired in December 2012 as Maus Frères completed their takeover.
2013-2015
Former Carrefour CEO José-Luis was brought in to integrate Lacoste under its new Swiss ownership. But he abruptly departed in January 2015 to "dedicate himself to personal projects" after managing the post-acquisition transition. His tenure was focused on aligning the brand with Maus Frères' global retail strategy and permanently ending the family management era.
2015-2025
Thierry Guibert modernized Lacoste for the digital age. He was appointed in 2015 with a background at FNAC and Conforama. He oversaw partnerships with Novak Djokovic, Supreme collaborations, and Louise Trotter's creative direction. Guibert led a "profound transformation" of Lacoste over his decade-long tenure while expanding into lifestyle categories beyond sportswear.
2025-present
Former Rémy Cointreau CEO Éric Vallat brings a wealth of experience in the luxury and spirits industries, and he officially becomes CEO on September 1, 2025. Vallat comes with a background in roles at LVMH, Richemont, and Bonpoint.
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