Luxury bag company Coach inexplicably changes its name to 'Tapestry'


Name changes are all the rage. Yahoo and Verizon merged to become Oath (fine). Google changed its parent company name to Alphabet (kind of catchy). The Tribune Publishing Co. became Tronc (still hilarious).
And on Wednesday, luxury bag company Coach announced that it would like to be called Tapestry from now on.
Founded in Manhattan in 1941, Coach's decision to change its name to evoke a fancy rug you hang on a wall is "part of [a] pursuit of younger shoppers," The Associated Press reports, in addition to "better incorporat[ing] all of the brands it now owns." The name change becomes official at the end of the month, although Tapestry already has a splashy new website.
Subscribe to The Week
Escape your echo chamber. Get the facts behind the news, plus analysis from multiple perspectives.

Sign up for The Week's Free Newsletters
From our morning news briefing to a weekly Good News Newsletter, get the best of The Week delivered directly to your inbox.
From our morning news briefing to a weekly Good News Newsletter, get the best of The Week delivered directly to your inbox.
Brands like Stuart Weitzman and Kate Spade & Co., which are owned by Coach Tapestry, remain unaffected by the change. As a design house, Coach will apparently keep its name and signature horse-drawn carriage logo.
Still, not everyone thinks Tapestry was an inspired move. "This is bizarre & a strategy departure," tweeted former Nordstrom and Hudson's Bay executive Andrea Wasserman. "Dying to know the logic."
A free daily email with the biggest news stories of the day – and the best features from TheWeek.com
Jeva Lange was the executive editor at TheWeek.com. She formerly served as The Week's deputy editor and culture critic. She is also a contributor to Screen Slate, and her writing has appeared in The New York Daily News, The Awl, Vice, and Gothamist, among other publications. Jeva lives in New York City. Follow her on Twitter.
-
Easy listening: the best audiobooks
The Week Recommends Swap hefty hardbacks for hands-free reading this summer
-
Sharenting: does covering children's faces on social media protect them?
In The Spotlight Privacy trend has 'trickled down' from celebrity parents but it may not protect your kids
-
Syria's returning refugees
The Explainer Thousands of Syrian refugees are going back to their homeland but conditions there remain extremely challenging
-
Dollar faces historic slump as stocks hit new high
Speed Read While stocks have recovered post-Trump tariffs, the dollar has weakened more than 10% this year
-
Economists fear US inflation data less reliable
speed read The Labor Department is collecting less data for its consumer price index due to staffing shortages
-
Crypto firm Coinbase hacked, faces SEC scrutiny
Speed Read The Securities and Exchange Commission has also been investigating whether Coinbase misstated its user numbers in past disclosures
-
Starbucks baristas strike over dress code
speed read The new uniform 'puts the burden on baristas' to buy new clothes, said a Starbucks Workers United union delegate
-
Warren Buffet announces surprise retirement
speed read At the annual meeting of Berkshire Hathaway, the billionaire investor named Vice Chairman Greg Abel his replacement
-
Trump calls Amazon's Bezos over tariff display
Speed Read The president was not happy with reports that Amazon would list the added cost from tariffs alongside product prices
-
Markets notch worst quarter in years as new tariffs loom
Speed Read The S&P 500 is on track for its worst month since 2022 as investors brace for Trump's tariffs
-
Tesla Cybertrucks recalled over dislodging panels
Speed Read Almost every Cybertruck in the US has been recalled over a stainless steel panel that could fall off