Coach's Former CEO Reveals Secrets to Brand's Luxury Empire in New Memoir

A significant new publication has arrived in the business and fashion world: "Bag Man: The Story Behind the Improbable Rise of Coach," a compelling memoir authored by Lew Frankfort, the brand's distinguished Chairman Emeritus and former CEO. This highly anticipated book officially launched on Tuesday, offering an unprecedented look into the inner workings of a brand that redefined luxury.

Published by Harvard Business Review Press, "Bag Man" provides an invaluable insider's perspective on Coach's extraordinary evolution. Frankfort meticulously chronicles how he spearheaded the transformation of what was once a modest, family-run leather goods business into one of America’s most recognized and influential global fashion brands. His dedicated tenure, spanning three-and-a-half decades, is at the heart of this remarkable narrative.

Frankfort's journey with Coach began in 1979, a time when the company was generating a comparatively modest $6 million in annual revenue and the very concept of "accessible luxury" had yet to enter the mainstream lexicon. Over the subsequent 35 years, Frankfort masterfully guided Coach through a series of pivotal strategic decisions and innovative shifts, culminating in its status as a $5 billion publicly traded powerhouse. This incredible growth trajectory underscores his profound impact on the brand.

Within the pages of "Bag Man," Frankfort openly shares the critical decisions, formidable challenges, and enduring philosophies that not only shaped the Coach brand but also forged his distinctive leadership style. A central tenet of his remarkable success is a guiding principle he coined "Magic Plus Logic." This philosophy elegantly combines raw creativity and imaginative vision with rigorous, data-driven discipline, illustrating a balanced approach to brand building and business management.

The profound and lasting influence of Lew Frankfort on Coach is further emphasized in the book's epilogue, where Todd Kahn, Coach’s current CEO, offers heartfelt testimony. Kahn states, “Lew motivates us. He is why I came to Coach,” and powerfully asserts, “Our legacy of excellence starts with Lew,” underscoring the deep respect and foundational role Frankfort played in establishing the company's high standards.

Beyond its compelling narrative, the book also offers a visual treat, deliberately connecting Frankfort’s strategic story to Coach’s enduring design legacy. The book’s striking cover and carefully curated photo inserts were created through a special collaboration with Coach creative director Stuart Vevers, ensuring that the aesthetic presentation resonates with the brand's iconic visual identity.

This insightful 272-page hardcover is now available for $32. Readers can purchase "Bag Man: The Story Behind the Improbable Rise of Coach" wherever books are sold, as well as conveniently online at Coach.com, and in select Coach stores, including prominent locations such as Coach House and Hudson Yards.