LaCie's Slogans & Taglines

LaCie is a French computer hardware company that has transformed external storage into a form of industrial art. Founded in 1987 in Portland, Oregon, by Joel Kamerman as La Cie—derived from the French "La Compagnie"—the brand launched the Cirrus, the first external storage device to win an industrial design award. In 1989, Pierre Fournier and Philippe Spruch established électronique d2 in Paris, and the two companies merged in 1995, unifying under the LaCie name globally in 1998. From the outset, LaCie built its identity on three principles: profit through product differentiation, vertical integration, and world-class design. Collaborations with legendary designers like Philippe Starck, Neil Poulton, and Porsche Design produced iconic lines such as the Rugged and d2 series. In 2012, Seagate acquired LaCie for approximately $186 million, preserving it as a premium brand for creative professionals. Today, with a portfolio spanning external hard drives, RAID arrays, SSDs, and monitors, LaCie remains a symbol of French design excellence and the enduring belief that data storage should be as beautiful as it is reliable.