Coach no more: sto­ried New York com­pany re­named Ta­pes­try

The Hamilton Spectator - - STYLE -

To bet­ter in­cor­po­rate all of the brands it now owns, the sto­ried Coach com­pany of New York is chang­ing its name to Ta­pes­try.

The lux­ury goods com­pany that came to promi­nence in the “Mad Men” era now owns brands like Stu­art Weitz­man and Kate Spade & Co. as well. CEO Vic­tor Luis said Wed­nes­day that the name Ta­pes­try is more in­clu­sive.

Coach ac­quired Stu­art Weitz­man in 2015 in a deal val­ued up to $574 mil­lion. It spent $2.4 bil­lion for Kate Spade this year, seek­ing to broaden its ap­peal.

The Coach brand of bags and other goods is alive and well, but it be­comes one of three brands sold by the com­pany that will be called Ta­pes­try.

“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,” Luis said in a com­pany re­lease.

A web­site with the new name, which be­comes of­fi­cial at the end of the month, is up and run­ning.

The change is part of Coach’s pur­suit of younger shop­pers who may not feel the same draw to store win­dows on Man­hat­tan’s fa­mous 5th Av­enue.

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