New York-based luxury brand house Coach, Inc is to be rebranded as Tapestry, Inc, effective from 31 October. The move aims to reflect the company’s expanded portfolio that now includes Coach, Kate Spade New York and Stuart Weitzman. The group partnered with brand agency Carbone Smolan Agency on the rebrand.

Coach, Inc CEO Victor Luis said: “Three years ago we laid out our vision to transform Coach and announced our intention to grow beyond the Coach brand. Through the execution of our strategic plan and with the acquisitions of Stuart Weitzman in 2015 and Kate Spade & Company just this summer, we have realised these goals.

“Corporate reinvention:” The company says it is moving away from its reliance on the Coach name (pictured at Sydney Airport) to become a house of brands

“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, fulfilling different fashion sensibilities and emotional needs within the very attractive and growing US$80 billion global market for premium handbag and accessories, footwear and outerwear.  At the same time, our brands are also built upon the shared values of optimism, inclusivity and innovation.”

He added: “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. In Tapestry, we found a name that speaks to creativity, craftsmanship, authenticity and inclusivity on a shared platform and values. As such, we believe that Tapestry can grow with our portfolio and with our current brands as they extend into new categories and markets.

“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.”