Lacoste has signed a five-year licensing agreement with American company Haddad Brands to expand its presence in the children’s apparel and accessories market. 

As part of the agreement, the New York-based company has gained exclusive rights to design, develop, produce, and market Lacoste kids’ clothing and accessories line. 

The first collection from this collaboration is set to debut in mid-July 2025. The financial terms of the deal were not disclosed.

“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.”

Founded in 1925, Haddad Brands specializes in children’s apparel and accessories and manages exclusive licenses for globally recognized labels, including Nike, Converse, Levi’s, Tommy Hilfiger, and Calvin Klein.

While Lacoste focuses primarily on the in-house development of its collections, Haddad Brands joins a small list of other Lacoste licensees, including Marchon Eyewear for its eyewear collections and Interparfums for its fragrance and cosmetics lines.