Say goodbye to Coach…and hello to Tapestry.
In the most surprising style news since Spanx arm tights, on Oct. 11, Coach Inc. announced that it will bid adieu to its iconic moniker.
Starting at the end of the month (although the website is already live), the New York-based company known for its leather goods will be known as Tapestry.
Coach loyalists needn’t worry; the actual brand isn’t going anywhere. And Selena Gomez will continue on as the celebrity ambassador.
The name change ushers in a new era for the luxury goods maker. The acquisition of Stuart Weitzman in 2015 and Kate Spade earlier this year broadened its portfolio into that of a multi-brand fashion house.
“We are now at a defining moment in our corporate reinvention,” Chief Executive Officer Victor Luis said in a statement. “In Tapestry, we found a name that speaks to creativity, craftsmanship, authenticity and inclusivity on a shared platform and values.”
Could this new name and shift toward a collective identity also nod to future expansion? Only time will tell.