How Coach scaled from a single store into a global icon

Scaling a brand requires a strategic blend of "magic"—vision, instinct, and creativity—and "logic," which encompasses data-driven decision-making and systematic operational rigor. Lew Frankfort, former CEO of Coach, transformed the company from a small, $6 million New York handbag maker into a billion-dollar international icon by pioneering the concept of "accessible luxury." By targeting a broader middle-class demographic and maintaining tight control over the customer experience, the brand achieved cult status. Frankfort emphasizes that sustainable growth relies on recruiting leaders who share core values and possess an entrepreneurial mindset, rather than relying on rigid, siloed corporate structures. His leadership philosophy prioritizes a purpose-driven culture, enabling the brand to remain relevant across generations and successfully withstand the complexities of global market shifts.