BABY CROCODILE: Lacoste has signed a worldwide license agreement for its kids’ collections with American company Haddad Brands, the French brand said on Thursday.
Under the agreement, the New York-headquartered company will design, develop, produce and market Lacoste kids’ clothing and accessories line. The first collection under the new license will arrive in stores mid-July for fall 2025.
The financial terms of the deal, which runs for five years, were not disclosed.
Founded in 1925, Haddad Brands is a privately-held company specialized in the children’s apparel and accessories industry. It is the exclusive license holder for brands including Nike, Converse, Levi’s, Tommy Hilfiger and Calvin Klein, among others.
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“Haddad Brands’ undeniable expertise and know-how in kids’ fashion licensing are major assets for our continued development in this category,” said Lacoste chief executive officer Thierry Guibert in a statement. “This strategic alliance enables us to strengthen our presence in the segment.”
Jack Haddad, president of Haddad Brands, called the partnership a “true move upmarket” for the company’s portfolio.
“Combined with our incredible team, our seamless collaboration gives us great confidence that the Lacoste kids’ product will continue to resonate with consumers globally,” he declared. “We look forward to extending the Lacoste brand in kids, making the product available to more consumers in the United States and worldwide.”
Developed internally until now by Lacoste, the category accounts for a small but significant part of the business, according to market sources.
Prices for kids’ collections, spanning from newborns to teens, will continue to sit in the premium range in kidswear, with current offerings priced between 30 and 100 euros.
Haddad Brands joins a compact cadre of Lacoste licensees that includes Interparfums SA for fragrances and cosmetics, Marchon for eyewear and Movado for watches and jewelry.
