Coach is changing its name to Tapestry

The new company name Tapestry at the headquarters of former Coach Inc

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

Starting Halloween, the New York-based company will make the name change after acquiring upscale shoe brand Stuart Weitzman in 2015 and Kate Spade earlier this year.

Former Nordstrom and Hudson's Bay executive Andrea Wasserman, for example, tweeted, "This is weird & a strategy departure".

Shares of Coach declined 2.8 percent on Wednesday to close at $38.87 following the announcement.

"Similarly, nonprofit digital content director J. Christian Bernabe derided, "$COH changing its name to 'Tapestry" is a terrible branding idea. "Fire the executive who proposed the change", J Christian Bernabe, a nonprofit digital content director, tweeted.


Some of the social media reaction is "misplaced", Coach CEO Victor Luis told Reuters.

The leadership team at Coach, Inc. partnered with renowned brand agency, Carbone Smolan Agency on all aspects of the rebrand.

Coach's decision to change its name was initially met with customer outrage, but the anger subsided after customers realized that they would still be able to buy Coach-branded products.

The new name works, says Luis, because it "wasn't too corporate-y or made up, that was easy for everyone to understand".

Founded in a NYC in 1941, Coach used to be one of the hottest tickets around but lost its luster in fashion circles in recent years. The switch comes after the luxury group made the accquisions of both Kate Spade and Stuart Weitzman. The company is trying to regain its former glory buy buying new brands, keeping a tight lid on discounting and pulling back from department stores.

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