Company Naming

The holding company Coach Inc. acquired Stuart Weitzman and Kate Spade and had plans to bring even more of American fashion’s most treasured brands together. The C-Suite decided to keep the Coach name focused as a consumer brand only and to replace the name Coach Inc. with a new holding company name. Creating a new name would enable the holding company to speak more equitably to employees across its current and potential future portfolio of brands. At the same time, a new holding company name would enable the company to telegraph its new acquisition strategy to Wall Street and the press.

We gave them the name Tapestry. Tapestries represent some of the world’s most expressive, expansive, and beautiful works of art. As a new holding company name, it stands for multiple cultures and brands (most recently Michael Kors) being woven together through colorful, common threads of integrity.