Following the Duc’s death, Deauville grew gradually, but it was not until the early 20th century when Désiré le Hoc, with Eugene Cornuché, pushed Deauville into another important period of transformation and development. The still-famous Normandy Barrière and Royal hotels and the casino opened in the years 1911 and 1913. Renovations were carried out and extensions were made to the hippodrome, telephone lines were set up, the sales of yearlings saw historic highs, and up to 62 English and French yachts occupied the basin. During these successful years many luxury boutiques opened in the streets of Deauville (Coco Chanel's first shop), as many stores from Paris decided it was worthwhile establishing themselves in the up-and-coming Norman resort.
During World War I, wounded soldiers would be cared for in Deauville’s famous hotels and casino. Unfortunately, the war also took a heavy toll on Deauville’s blossoming market and trade sector as merchants were forced to give many of their products to the war effort.
In 1923, the Promenade des Planches was created and finalized. This refers to the famous wooded boardwalk that parallels the seaside
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