The brand’s adventure has started in 1992.

Serge Blanco is at the twilight of his rugby career, incomparable player, he holds the record for the most tries scored in France team and has just taken part in the first World Cup of the history, defeated in the final against the All Blacks. He becomes forever “the Pelé of rugby”.

Jean-Jacques Lauby, passionate about rugby, former sports teacher who changed career into ready-to-wear retail, gets in touch with Serge Blanco and manages to convince him to label his name on clothes. The player of Biarritz Olympique and French National Rugby team, who is considered to be the best full-back player of all games agrees, provided they wait until his retirement from rugby.

A few months later, the brand SERGE BLANCO was born.



Jean-Jacques Lauby and his wife, in charge of the administrative and financial part, have built this success-story from the southwest of France.

Started with one first shop in the suburbs of Toulouse, SERGE BLANCO brand has now almost 70 exclusive shops, is distributed through 235 multi brands points of sale and 350 leather-goods shops in France, and about 15 shops worldwide.

In July 2008, LBY group has kicked off its second half. Lionel and Elsa Lauby succeeded their parents in taking over the management of the company, with the objective of developing brand’s awareness beyond french borders and giving style and communication a new direction, while keeping the original spirit of the brand.

In June 2012, LBY group has taken a next step in its life and development with the creation and the launch of JOE SAN brand.