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The fabled Coach is continuing to revamp its image under creative director Stuart Vevers following its first runway show at September's New York Fashion Week. The next step? Retail: Bloomberg reports that the brand has signed a lease for 685 Fifth Avenue, which is the space that Diesel occupied before moving to Madison Avenue late last year.
This move speaks to the brand's desire to be viewed as more upscale, rather than an outlet mall destination, even though neighbors on this block include Gap and the Microsoft store. Coach certainly isn't lacking in midtown as it is, though: Store locations include Herald Square, Rockefeller Center, and the Time Warner Center mall. The closest location to Fifth Avenue is the one at the corner of Madison Avenue and 57th Street.
It's unclear whether they'll keep all these stores running once Fifth Avenue debuts, and an expected opening date for this location was not disclosed.