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What's Happening to Kate Spade?

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Coach Just Bought Kate Spade. Now What?

Coach just announced that it has acquired Kate Spade for $2.4 billion, ending months of speculation that the latter was looking for a buyer. What does this mean for the quirky, girly brand and its fans?

First of all, expect to see less of Kate Spade in department stores and online flash sales. Coach CEO Victor Luis believes that Kate Spade has become “too dependent” on these channels, which subject brands to heavy discounting. Sales are obviously great for shoppers and they’re good for growing a company’s revenue in the short-term, but they can eat away at its image over time.

What you will see is Kate Spade increasing its presence in Europe and Asia in the coming years. Under Coach’s guidance, international growth will be a focus for Kate Spade, and those regions are at the top of its list.

At the end of the day, this deal is about Luis’s goal of turning Coach Inc. into America’s leading “modern luxury” conglomerate. Three years ago, Coach started rehabbing its own image. It pulled out all the stops, going high-fashion, overhauling its stores, and hiring the hottest young celebrities to sell its goods (Selena Gomez, Chloë Grace Moretz, et al). It began building out its portfolio with the purchase of Stuart Weitzman in 2015. And now it’s got Kate Spade, which Luis hopes will bring in an entirely new customer base, and a youthful one: As he points out, 60 percent of Kate Spade shoppers are millennials. —Eliza Brooke, senior reporter

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