June 2, 2010, 1:47 PM

Crocodile shirts now available online in France as Lacoste opens new web store

It's the first European web store for Lacoste.

Lead Photo

The iconic crocodile tennis shirt is now available to French web shoppers as its maker, Lacoste, announced today the launch of its first European e-commerce site at shop-fr.lacoste.com.

New sites for Germany and the United Kingdom will be launched in the second half of the year, with Asian sites to come in 2011, Lacoste says. Until now, Lacoste has only sold online in the U.S., through its shopapparel.lacoste.com site launched in September 2007.

“We will of course take the chance to increase our sales volume but are in addition thrilled about the opportunity to gain valuable consumer insights through a direct relationship with the end user,” says Andy Simister, global president at Pentland Brands, which holds the license to market Lacoste footwear in the U.K.

Besides the famous polo shirts with the embroidered crocodile, a reference to company founder Réné Lacoste who was known as “the crocodile” when he was a French tennis star, the French site will sell apparel, footwear, eyewear, leather goods, watches, home textiles and fragrances. Ultimately, it will offer 3,000 items, the company says.

The site was developed and will be operated by Netrada, a German e-commerce technology provider to some 70 fashion brands.

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