Steven Meisel

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Coach Inc. is changing its name to Tapestry to better incorporate all of the brands it owns, which includes Kate Spade and Stuart Weitzman. The name change becomes official at the end of the month, though only the corporate name is changing—the Coach brand will remain, so Coach bags will still be Coach bags.Tapestry already has its own website up and running.

The new moniker “is more inclusive,” according to Victor Luis, CEO of the New York-based label. “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,” he said in a statement. The change is part of Coach’s pursuit of younger shoppers who may not feel the same draw to store windows on Manhattan’s 5th Avenue.

Coach was established as a small workshop in Manhattan in 1941, and flourished as a fashion powerhouse in the early 1960s. The leatherwear brand acquired Stuart Weitzman in 2015 and Kate Spade in 2017.

Associated Press contributed reporting.

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