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What’s in a Name? Coach, Inc. to Change Its Name to Tapestry, Inc.


A great amount of thought and effort go into all aspects of a company, especially when it comes to a name change. Coach, Inc., a leading New York based house of modern luxury accessories and lifestyle brands, is renaming itself to Tapestry, Inc.

Chief Executive Officer of Coach, Inc., Victor Luis, states how the company made a plan three years ago to transform and grow beyond the Coach brand and into a house of desirable brands.

Brands underneath the company are Coach, Kate Spade New York, and Stuart Weitzman. The brands in the company were founded upon creative and consumer based views of luxury, while standing for inclusivity and approachability. These brands share being unique, innovative, independent, and authentic, yet have diverse products and different customer experiences all across the globe.

Victor Luis

We searched for a name to reflect these values while also expressing the cultural diversity of our people and our brands for today and tomorrow. In Tapestry, we found a name that speaks to creativity, craftsmanship, authenticity and inclusivity on a shared platform and values. As such, we believe that Tapestry can grow with our portfolio and with our current brands as they extend into new categories and markets. The name embodies our creative brand-led and consumer-focused business, while also representing the deep heritage of the group. Most importantly, we are establishing a strong and distinct corporate identity, which enables our brands to express their individual personalities and unique language to consumers.” – Victor Luis Chief Executive Officer of Coach, Inc. (soon to be Tapestry, Inc.)

With this change, Coach Inc. have partnered with well-known brand agency, Carbone Smolan Agency to assist in this rebranding.

Carbone Smolan has worked with other brands in many aspects such as brand transformation through having a good understanding of the targeted audience. Smolan as a company aims for brands to “survive and prosper,” while still allowing room for growth. They allow for clients to remain true to who they are and why they matter. Their purpose is also to define the principles of a brand and to create methods that allow for “dynamic evolution.”

This decision of Coach, Inc, teaming with Smolan in their time of rebranding will allow for the transition to be smooth and effective, while having a respect to what the company has established already.