It is the end of an era. After 76 years coach has announced that it will now be known as tapestry. This change comes following the acquisition of two very powerful brand companies over the last two years, first Stuart Weitzman in 2015 and more recently Kate Spade & Company in 2017. The company said Tapestry is the perfect name to reflect the expansion into a multi-brand firm. The company settled on Tapestry because it was easily understandable and did not sound too corporate, particularly when you compare it to LVMH, Kering, and other brands in the $80 billion global premium fashion market.

“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,” explained Victor Luis, chief executive. “In Tapestry, we found a name that speaks to creativity, craftsmanship, authenticity and inclusivity on a shared platform and values.”

“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.”

Luiz further explained the strength in the three brands lies in both their similarities and differences: “Each of our brands has a unique proposition, fulfilling different fashion sensibilities and emotional needs within the very attractive and growing $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.”