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As promised earlier this year, Coach has debuted a new store format to reflect its aesthetic under executive creative director Stuart Vevers, WWD reports. Steel beams, pine wood flooring, and mid-century furniture like leather stools and shearling-upholstered chairs are meant to be "a living reflection of where we are now," CEO Victor Luis told the publication. "The feeling we were looking for is warmth."
"If you're a Coach loyal customer and you walk in, it may not feel like what you've experienced for the last ten years, but it may feel better," Luis added.
It certainly feels different from the store concept they debuted last year on Lower Fifth Avenue, which included the elimination of registers in favor of iPads. At the time, Vevers said that most ideas from that location, which functioned as a retail "lab," wouldn't come over to the new stores.
Look out for simple refreshes every season, including swapping out furniture and artwork. "There is a true, loyal Coach customer today, and we want her to come in and be surprised, but at the same time, say, 'This is Coach and it's great,'" said Luis. "If anything, it should reinforce the Coach that's in her heart."
· Coach Rolls Out New Retail Concept [WWD]
· Coach Looks for a New Flagship While Closing 70 Other Stores [Racked NY]
· iPad Minis Replace Cash Registers at Coach's Revamped Flagship [Racked NY]
· Upon Further Inspection, the New Coach Is Kind of Incredible [Racked]