PARIS — Lacoste and its global apparel licensee, Devanlay SA, on Thursday confirmed the sportswear brand would be parting ways with creative director Christophe Lemaire by mutual agreement and said it would name a replacement by yearend.

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Lemaire, who joined Lacoste in 2000 and has been credited with reviving the 77-year-old brand, was named on Wednesday as the new artistic director of women’s ready-to-wear at luxury goods house Hermès, succeeding Jean Paul Gaultier.

Lemaire will remain at the helm of Lacoste, known for its iconic crocodile logo polo shirts, until the presentation of its spring 2011 collection in New York in September, the firms said.

“The end of this collaboration is a milestone in the overall strategy of Lacoste and the Devanlay Group, which aims to renew the expression of the brand and find new growth drivers,” Lacoste said.

Lemaire’s successor will be charged with rejuvenating the brand, reconquering the women’s market, reinforcing the segmentation between Lacoste’s different collections and spurring sales, particularly in the United States, it added.

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