Lacoste S.A. has announced its expansion into the mobile phone market.

Already successful in a wide range of products for men, women and children (sports and leisure apparel, footwear, fragrances, leather goods, eyewear, watches, home textiles and belts), the crocodile brand signed a worldwide licence agreement with ModeLabs Group for the cellular device.

ModeLabs Group, creator of tailormade handsets and telecom specialist distributor, is a new generation player in the mobile phone sector. The company designs, develops and markets mobile phone handsets, accessories and services in an integrated and flexible manner for mobile phone operators, retailers and brands.

With revenues of €182.2 million in 2008 and 160 employees based in Europe, North America and Asia, ModeLabs Group continues to pursue its international deployment fueled by differentiating and specializing its product offer in a market ripe for segmentation.

Custom-designed by Christophe Pillet, Design Director of Lacoste and in collaboration with the design team of ModeLabs Group, the first Lacoste mobile phone will be faithful to the values of elegance and simplicity that constitute the dna of the brand. "The design is thought through and elaborated with the identity codes of the brand. The graphical interface, the content and services integrated in the phone will also be customized. With this mobile phone, Lacoste wishes to offer its customers a unique and different experience," says Christophe Chenut, CEO of Lacoste.

The first Lacoste mobile phone will be available in 2010.

—Regina Henkel