Coach Rebrands As Tapestry, Seeks ‘Fashion House’ Status

Coach Inc. has been one of the most well-known luxury fashion brands in the U.S. for more than four decades, but the company has given itself a facelift in a very unexpected way. Effective Oct. 31, 2017, Coach Inc. is changing its name to Tapestry.

The company’s new web site, tapestry.com, is already live. The Coach brand will live on as one of three brands under the Tapestry banner — alongside Stuart Weitzman and the recently acquired Kate Spade.

The rebranding may have as much to do with clarity as anything else. In an interview with Bloomberg, CEO Victor Luis noted that the name change was aimed at reducing confusion now that Coach, Stuart Weitzman and Kate Spade are under one corporate umbrella.

The move aligns with the company’s corporate reinvention, to elevate itself from a mid-market seller to a “fashion house” on par with European counterparts LVMH (parent company of Louis Vuitton, Christian Dior and Sephora), Kering