Katrina Rosales
Lacoste fragrances have been owned by several companies over the years. Coty Inc. previously owned the exclusive worldwide license to produce Lacoste fragrances. However, in 2024, Lacoste bought back its fragrance license from Coty and signed a 15-year perfume deal with Interparfums. The deal includes an entrance fee of €90 million, and Interparfums will be responsible for the creation, development, production, and marketing of all perfume and cosmetics lines under the Lacoste brand. The first new fragrance line under this partnership is expected to launch in 2024.
| Characteristics | Values |
|---|---|
| Previous owner of the worldwide license to produce Lacoste fragrance | Coty Inc. |
| Current owner of the worldwide license to produce Lacoste fragrance | Interparfums |
| Year of signing the deal with Interparfums | 2024 |
| Duration of the deal with Interparfums | 15 years |
| Entrance fee for the deal with Interparfums | €90 million |
| Previous owner of Lacoste | The Lacoste family |
| Current owner of Lacoste | Maus Frères SA |
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What You'll Learn
- Coty Inc. previously owned the exclusive worldwide licence to produce Lacoste fragrances
- Coty sold the licence back to Lacoste by mutual agreement in 2024
- Lacoste has since signed a 15-year fragrance deal with Interparfums
- Interparfums will create, develop, produce and market all perfume and cosmetics lines under the Lacoste brand
- Maus Frères SA, a family-run business, acquired Lacoste in 2012
Coty Inc. previously owned the exclusive worldwide licence to produce Lacoste fragrances
Lacoste is a well-known brand that has been around since 1933, when it was founded by tennis player René Lacoste and businessman André Gillier. Over the years, Lacoste has licensed its trademark to various companies, including Coty Inc., which previously owned the exclusive worldwide licence to produce Lacoste fragrances.
Coty Inc. is a beauty giant with a portfolio of fragrance licences including Marc Jacobs, Miu Miu, Gucci, Calvin Klein, and Roberto Cavalli. In 2016, Coty acquired the fragrance licence for Lacoste from Procter & Gamble (P&G). During its six-year partnership with Lacoste, Coty secured a premium positioning in the market for Lacoste's men's fragrances under two pillars: L'Homme and Match Point.
Under Coty's management, Lacoste fragrances thrived and achieved significant growth. In the words of Sue Y. Nabi, CEO of Coty, "We are very proud of the Lacoste fragrance brand and the growth we have achieved through our highly successful partnership over the past six years. Lacoste has been a great partner to Coty and their fragrances continue to have outstanding potential."
However, in 2024, Lacoste decided to buy back its fragrance licence from Coty. This decision was made by mutual agreement between the two companies, with Coty stating that the sale "advances its strategic objectives" by allowing it to focus on its largest fragrance licences. Following the buyback, Lacoste signed a 15-year fragrance deal with Interparfums, effective from 1 January 2024, with an entrance fee of €90 million. Interparfums will now be responsible for the creation, development, production, and marketing of all perfume and cosmetics lines under the Lacoste brand.
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Coty sold the licence back to Lacoste by mutual agreement in 2024
Lacoste has had a busy few years, with several changes to its fragrance licence ownership. In 2016, Coty Inc. acquired the exclusive worldwide licence to produce fragrances for the sports fashion brand. Coty purchased the licence from Procter & Gamble (P&G), and during its six-year tenure, it secured Lacoste's men's fragrances a premium positioning in the market under two pillars: L'Homme and Match Point.
However, in 2024, Coty sold the licence back to Lacoste by mutual agreement. Coty stated that the sale would enable it to focus on its largest fragrance licences, which include well-known brands such as Marc Jacobs, Miu Miu, Gucci, Calvin Klein, and Roberto Cavalli. Despite the sale, Coty celebrated the growth achieved through its partnership with Lacoste, and the outstanding potential of Lacoste fragrances.
Indeed, Lacoste quickly entered into a new fragrance deal, signing a 15-year contract with Interparfums effective from 1 January 2024. This deal included an entrance fee of €90 million, and Interparfums will be responsible for all aspects of the perfume and cosmetics lines under the Lacoste brand, including creation, development, production, and marketing. The first new fragrance line under this partnership is expected to launch in 2024.
This change in fragrance licence ownership is not the only recent shift for Lacoste. In 2012, the company was sold to the Swiss family-held group Maus Frères, which already owned 35% of Lacoste capital via its subsidiary Devanlay. This deal was reportedly worth 1 billion euros.
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Lacoste has since signed a 15-year fragrance deal with Interparfums
Lacoste has ended its six-year partnership with Coty, which owned the exclusive worldwide license to produce fragrances for the brand. Coty sold the fragrance license back to Lacoste by mutual agreement, stating that the sale would enable it to focus on its largest fragrance licenses, including brands such as Marc Jacobs, Miu Miu, Gucci, Calvin Klein, and Roberto Cavalli.
Thierry Guibert, President of Lacoste, expressed confidence in Interparfums' ability to drive the development of the fragrance category, which plays a significant role in Lacoste's reputation. Interparfums CEO Philippe Benacin shared a similar sentiment, emphasizing their alignment with the brand's strong identity.
This move by Lacoste is part of its strategy to renew its approach and unlock substantial areas of growth in the market, where it still sees great potential for its fragrance offerings. The brand aims to build upon the success of its previous partnership with Coty, which positioned Lacoste's men's fragrances as premium in the market under the pillars of L'Homme and Match Point.
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Interparfums will create, develop, produce and market all perfume and cosmetics lines under the Lacoste brand
Lacoste is a brand with a rich history, and its fragrances are an essential part of its business. In 2024, Lacoste signed a significant deal with Interparfums, a leading fragrance company, marking a new chapter in the brand's approach to its perfume and cosmetics lines.
Lacoste has always licensed its trademark to various companies, and its fragrances are no exception. Initially, the exclusive worldwide license to produce Lacoste fragrances was held by Coty Inc. This partnership lasted for six years, during which Coty successfully positioned Lacoste's men's fragrances as premium products in the market under two pillars: L'Homme and Match Point.
However, in 2024, Lacoste decided to take back ownership of its fragrance license and signed a new 15-year deal with Interparfums. This deal, which included a substantial €90 million entrance fee, marked a strategic shift for the brand. Interparfums, with its proven expertise and creativity, was chosen to take on the responsibility of creating, developing, producing, and marketing all perfume and cosmetics lines under the Lacoste brand.
This decision reflects Lacoste's desire to renew its approach and unlock new areas of growth in a market where it believes it still has significant potential. By partnering with Interparfums, Lacoste gains access to their industry knowledge and innovative capabilities, which will be instrumental in shaping the future of its fragrance category. This category is crucial to Lacoste's reputation and overall brand identity.
The first new Lacoste fragrance line under the Interparfums partnership is expected to launch in 2024, marking an exciting new era for the brand and its loyal customers worldwide.
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Maus Frères SA, a family-run business, acquired Lacoste in 2012
Maus Frères SA, a family-run business based in Switzerland, acquired Lacoste in November 2012. The deal, worth 1 billion euros, gave Maus Frères full ownership of the Lacoste brand, including its fragrance business.
At the time of the acquisition, Maus Frères already held a significant stake in Lacoste, owning 35% of the company's capital through its subsidiary, Devanlay, which held the exclusive worldwide clothing license for Lacoste. The purchase of Lacoste turned out to be a strategic move by Maus Frères, as it allowed them to consolidate their position in the fashion and retail industry and expand their global presence.
The history of Maus Frères is deeply rooted in family values and entrepreneurship. Founded in 1902, the company was established through a partnership between Leon Nordmann, a department store owner, and brothers Ernest and Henri Maus, who were mercantile and hosiery wholesalers. Together, they embarked on their first venture in Luzern, marking the beginning of what would become a renowned business empire spanning over a century.
The acquisition of Lacoste by Maus Frères was precipitated by a family feud within the Lacoste leadership. The dispute over brand management involved Michel Lacoste and his daughter, Sophie Lacoste-Dournel, who had been appointed non-executive chairman earlier that year. Ultimately, the Lacoste family decided to sell the company, marking a significant turning point in the history of the brand.
In the years following the acquisition, Lacoste continued to evolve and adapt to the dynamic nature of the fragrance market. In 2024, Lacoste ended its partnership with Coty, the company that previously held the exclusive worldwide license to produce Lacoste fragrances. Simultaneously, Lacoste signed a significant 15-year fragrance deal with Interparfums, marking a new chapter in the brand's fragrance journey.
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Frequently asked questions
Coty Inc. previously owned the exclusive worldwide license to produce Lacoste fragrances. However, in 2024, Lacoste bought back its fragrance license from Coty and signed a 15-year perfume deal with Interparfums.
The Lacoste brand was acquired by the Swiss family-held group Maus Frères in 2012.
The Lacoste company was founded by French tennis legend René Lacoste and André Gillier, the owner and president of the largest French knitwear manufacturing firm, in 1933.
