Coach, Inc. Undergoes Major Rebrand, Changes Its Name And Logo To Tapestry

By Mikelle Leow, 12 Oct 2017

Image via WestportWiki (Creative Commons 3.0)

Coach, Inc., a prominent New York-based house of luxury brands, announced on Wednesday that it will be changing its name to Tapestry, Inc. The rebrand will take effect on 31 October 2017.

With 76 years of experience and three brands—Coach, Kate Spade, and Stuart Weitzman—under its belt, the company felt it was time to define its shape as a multibrand entity with distinct personalities, rather than let itself be ruled by a single brand. CEO Victor Luis told The New York Times:

“It’s a wonderful metaphor for what we believe in, which is individual threads of different colors all working together to create a picture.”

He explains in a press release, “We are now at a defining moment in our corporate reinvention, having evolved from a mono-brand specialty retailer to a true house of emotional, desirable brands, all leveraging our strong operational foundation. Each of our brands has a unique proposition… At the same time, our brands are also built upon the shared values of optimism, inclusivity and innovation.”

Coach, Inc. was in partnership with branding firm Carbone Smolan Agency through every aspect of the rebrand.



The new name, Tapestry, Inc. is reflective of the values shared between the company’s acquired brands. “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,” Luis says.

“In Tapestry, we found a name that speaks to creativity, craftsmanship, authenticity and inclusivity on a shared platform and values… 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.”

Luis sums up the new name as something that “wasn’t too corporate-y or made up, that was easy for everyone to understand.”

None of the luxury house’s acquired brands will undergo identity or aesthetic changes, which means Coach will still keep its iconic logo.

Composite image by DesignTAXI. Background images via Business Wire

[via HYPEBEAST and The New York Times, images via various sources]
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