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Coach is taking a page from Ralph Lauren’s big book of in-store hospitality. The Tapestry-owned fashion brand is expanding its Coach Coffee Shop initiative in the US, in a bid to build on its success with a younger generation.
The fourth US location opens at the Woodbury Common Premium Outlets in the greater New York City area on October 4. Coach plans to add an additional 12 to 15 locations each year globally.
“The Coach Coffee Shop is a powerful way to deepen our emotional connection with the Gen Z community,” Marcus Sanders, VP of global food and beverage at Coach and former VP of Ralph Lauren Hospitality, told Revenue Brew via a spokesperson. “It’s not just about coffee but about creating a space where people can experience the brand in a new and exciting way.”
Sanders says expanding the concept allows the business to meet customers “where they are.”
Coach’s foray into hospitality started with last year’s opening of a restaurant-coffee shop hybrid in Jakarta, Indonesia, a country with a particularly youthful population. The concept’s success has been translated into outposts in China, Japan, South Korea, and other parts of Indonesia.
Pastries and purses
Coach’s push into sweet treats aligns with Tapestry’s broader “Amplify Growth Strategy.” In the coffee shops this is exemplified by bespoke takes on popular items, like the “Coach Tabby Cake” modeled on the brand’s Tabby purse. While niche, this is perhaps not a stretch for a business that Tapestry’s CEO Joanne Crevoiserat has referred to as “consumer obsessed.”
Update 10/01/25: This piece has been updated to reflect the new opening date, previously Oct. 3, of the Coach Coffee Shop at Woodbury Common Premium Outlets.