New Coach Flagship in Tokyo

Coach Inc. (New York) will open a new Tokyo flagship store this week on Omotesando Avenue, designed by Rem Koolhaas’ architecture firm, OMA.

As reported in Women’s Wear Daily, the 5000-square-foot store anchors a new multipurpose building that will also be home to an Emporio Armani relocated from down the street.

“Omotesando is a key location relative to others for many reasons,” Victor Luis, Coach president and chief commercial officer, told WWD. “It is, after Ginza, the second tourist shopping destination in Tokyo, of course. . . . We haven’t had a presence there, so for us it was a key void to some extent, but we don’t see this as just filling the gap.”

Also, said Luis, the new store represents the evolving image of Coach as a brand.

“It reflects for us, with the work that we did with OMA, a new departure for the brand in terms of architecture,” Luis said. “At the same time, in terms of the layout, it’s very much headed in the direction of the brand, which is aligned with our stated strategy to move the brand from a handbag and accessories focused brand to much more of a lifestyle brand, while still anchored in handbags and accessories.”

The store follows the same design principles as those of Coach’s vendor shop at Macy’s Herald Square. It will stock nearly the full selection of Coach’s women’s and men’s lines.