Coach, Inc.

Corporate name changes are not uncommon and can signal a new era for a company, but what’s the recipe for success?

The budding ‘modern luxury’ group has changed its name to minimise market confusion and signal its ambitions.

The company's shares were down 2 percent following the announcement, in which Tapestry will be the holding company that will house its Coach, Kate Spade and Stuart Weitzman brands.