Coach Inc. is changing its name to Tapestry

Coach Inc. is changing its name to Tapestry

The switch comes after the luxury group made the accquisions of both Kate Spade and Stuart Weitzman. But, like everything else in this world that upends that which you've always known or held dear, the change will feel like a personal affront for about two seconds and then by tomorrow, or the next day, if we're all still alive, you'll always think of Coach Inc., parent company to your favorite brand of shoes and handbags, as Tapestry.

"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.

"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. This included signing performer Selena Gomez as Coach brand ambassador in December 2016. "Tapestry is a name that is not rooted in any of these brands".

The name change ushers in a new era for the luxury goods maker.

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As a name for a global fashion company, Tapestry is an interesting choice-and by interesting, I mean, confusing and slightly stupid. A spokesman for Charter said the company already had begun renaming its cable operations Spectrum before the acquisition, and changed Time Warner's name to have one consistent brand.

The name change will go in effect October 31, Reuters reported.

Tapestry Inc. sets out to encompass all those high-end brands under on umbrella but each brand will still have it's own individual voice. "A story about weaving together brands is not a bad approach".

And the now defunct Woolworth chain of five and dime stores curiously changed its name to Venator in the late 1990s ... before changing it once more to Foot Locker, a reflection of the fact that the company owns Foot Locker.

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