Coach, Inc. changes its name and logo to Tapestry

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Coach, Inc., a leading luxury fashion house based in New York, announced Wednesday that it will change its name to Tapestry, Inc. The rebrand will take effect on October 31, 2017.

With 76 years of experience and three brands – Coach, Kate Spade and Stuart Weitzman – on the market, the company felt it was time to define its form as a multi-brand entity with distinct personalities, rather than being dominated 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 colombia number dataset moment in our corporate reinvention, having evolved from a single-brand specialty retailer to a true home of emotional and desirable brands, leveraging our strong operational foundation. Each of our brands has a unique proposition… At the same time, our brands are also built on the shared values ​​of optimism, inclusivity and innovation.”

Coach, Inc. partnered with branding firm Carbone Smolan Agency on all aspects of the rebrand.



The new name, Tapestry, Inc., reflects the shared values ​​of the company’s acquired brands. “We sought a name that would reflect these values ​​while also expressing the cultural diversity of our people and our brands for today and tomorrow,” says Luis.

“In Tapestry, we found a name that speaks to creativity, craft, authenticity and inclusivity on a shared platform and values… The name embodies our brand-led, consumer-focused creative business and represents the group’s deep heritage.”

“Most importantly, we are establishing a strong and distinct corporate identity that allows 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 – and it was done, it was easy for everyone to understand.”

None of the brands acquired from the luxury house will undergo identity or aesthetic changes, which means that the coach will still maintain its iconic logo.