More than a name change, it is the affirmation of the devouring ambition of the Swiss owner of Lacoste, Gant, Aigle, Tecnifibre and, since last year, The Kooples. The Maus Frères International group, owned by the eponymous family, is renamed MF Brands. "This evolution of our identity signals our ambition to become a major international player in premium and lifestyle sports , " sums up Thierry Guibert, who combines the general management of MF Brands and that of Lacoste.
See also: Maus Frères: Romain Guinier takes off for The Kooples; Sandrine Conseiller, for Aigle
An ambition reinforced by the success of the group, whose turnover increased by 15% last year, to 2.6 billion euros. Sales of its flagship brand, which jumped 28% in 2018, further increased 11% to more than 2 billion. They have increased by 40% in three years, and its operating income (kept secret) has jumped twice as fast.
Lacoste is not a luxury brand and will never be a luxury brand, underlines Thierry Guibert. I want it to remain accessible in terms of mindset and price
Thierry Guibert, boss of MF Brands and LacosteThe recipe for success? The recovery of the shops, the integration of the footwear sector and the evolution of the offer, once focused on sport
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