Coach no longer wants to be perceived only (or for the most part) as a brand of leather goods. The premium US brand wants to be perceived as a maison able to offer a wide variety of products: “a brand lifestyle, as we are already are in China”. Joshua Schulman, president and Ceo of the group since the past June, (in the photo), wants to start this shift by developing Coach’s footwear section. In a long interview with Business of Fashion, Mr. Schulman explained his governing program. A new expansionary season that perceives shoes as a ground to be conquered: “The marketplace is not empty, but it also isn’t overpopulated”, states the Ceo. “Something new can still be crafted, something that can differentiate yourselves from the rest”, continues Mr. Schulman. Coach brought back in house its production license, and reinforced its team, by hiring Stuart Weitzman’s ex-Ceo, Wayne Kulkin as a consultant. Moreover, Mr. Schulman states his intention to invest in outdoor clothing. Transformation is indeed underway.