Le Coq Sportif to relaunch in the UK
French sports brand Le Coq Sportif (LCS) is set for a UK relaunch in January 2011 when it intends to position itself as a quality apparel brand with a strong sporting heritage. The clothing and footwear collection will be the first ‘international range’ available in the UK and will be the same range that is available in the rest of Europe.
The brand plans to build sales through an agreement with vintage sportswear website Hanon, and through deals with several independent retailers. A spokesman for LCS said that it had been careful in its selection of outlets and was not “in a hurry” to expand distribution.
He added that LCS would be positioned as a “quality brand that is authentic but accessible”.
Clothing has been designed to tap into the brand’s “rich history” in sports including cycling, tennis and football. The spokesman adds that previous activity in the UK was focused on football “with not an awful lot beyond that”.
LCS will use PR and social media activity to target the range at 18 to 25-year-olds.
