Coach Inc. Is Becoming 'Tapestry'

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

Tapestry is "a wonderful metaphor for what we believe in, which is individual threads of different colors all working together to create a picture", company CEO Victor Luis said in a statement.

And the new Tapestry name potentially makes it easier for the company to purchase even more fashion lines and put them under the Tapestry umbrella.

The company's decision has caused many fans of the brand to lash out at it due to the iconic nature of it. Tapestry has been around for 76 years, owning more brands than simply Coach, including Kate Spade and Stuart Weitzman.

The company announced Wednesday that it was planning to rename itself as Tapestry, effective on Halloween.

The corporate name is being changed mainly to reflect that the company's expanding portfolio. "For most people, it will still be the company that owns Coach".

Those brands will keep their names as well.

Google Inc. restructured into Alphabet Inc.

Coach Inc. also owns Kate Spade and Stuart Weitzman, making it the preferred holding company and one stop shop for upwardly mobile professional women who like practical work purses, "fun" weekend satchels, and steps into her black suede Legends when she wants to feign empowerment. It's also a play on fashion, "weaving the brands together to make something attractive".

Starting at the end of the month (although the website is already live), the New York-based company known for its leather goods will be known as Tapestry.

Then there's the routinely maligned Tronc, the new name for the newspaper publisher that used to be called Tribune.

And earlier this year, Verizon Communications Inc. said its newly acquired Yahoo and AOL businesses would be housed under the name Oath. Philip Morris Co. morphed into Altria Group Inc. Numerous name changes are a bit puzzling.

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