Coach targets Gen Z with ‘playful’ pop-up at Selfridges

Coach has launched an immersive pop-up in partnership with London department store Selfridges in its ever-evolving Corner Shop space, set to run until 22 May.

Helping to “drive community amongst its growing Gen Z consumers”, ‘The Coach Charm Playground’ is described as “rooted in Coach’s spirit of playfulness”, bringing iconic house codes to life. The space features a monumental installation of Coach’s dinosaur mascot, Rexy, adapted into a fun slide for adults.

In a nod to Coach’s New York heritage, customers can also enjoy a ‘whimsical’ apple-shaped photo booth “to capture, create and share” their own photo printouts.

The pop-up puts the spotlight on Coach’s ‘Tabby’ bag, reimagined as a larger-than-life interactive product display that doubles as a monogramming station.

Customers can shop a selection of different ‘Tabby’ styles, including pebble leather and quilted suede iterations, classic staple colours such as black, chalk and warm brown, as well as exclusive colourways including fuchsia and sky blue.

Coach’s ‘New York’ family of bags, including the ‘Empire’ and ‘Brooklyn’, as well as its new ‘Kisslock’ and ‘Turnlock’ styles, and a limited curation of runway-ready ready-to-wear pieces and accessories, are also available to shop.

Additionally, the installation includes a charm and customisation station, hosting a four-week residency with noted London-based tattoo artist The Social.

Matteo De Bortoli Albricci, SVP, General Manager, EMEA at Coach, said: “Partnering with Selfridges’ Corner Shop is a key landmark for Coach as we continue to explore new and exciting ways to authentically engage with our UK community and strengthen our presence within the EMEA market.

“With self-expression and community at the heart of our global Spring 2026 campaign, collaborating with Selfridges on this localised activation allowed us to create a unique shopping experience within one of London’s most iconic retail locations, with the aim of redefining the retail journey for the end consumer.

“As part of an exciting strategy of continued expansion within the region, this activation allows us to bring Coach’s heritage to life in an immersive, community-focused way, placing our customers and icons at the heart of the experience.”

In February, Tapestry, the owner of Coach and Kate Spade, reported a 14% increase in revenue to $2.5 billion for the second quarter ending 27 December 2025, highlighting the progress of its Amplify growth strategy.

During the quarter, Tapestry added over 3.7 million new customers globally, with approximately one-third coming from Gen Z. The company also saw increased demand from existing customers, reflecting broad-based traction across its business.

Growth was particularly strong in Tapestry’s core leathergoods segment, led by handbag sales at Coach.

Tapestry attributed the performance to “compelling innovation across the assortment and diversified drivers of growth.” Overall, Coach brand sales rose 25% in the quarter.