Malaysia is the country of choice, bowing the new flagship in Pavilion Elite, Kuala Lumpur. The two-storey outlet is the largest store in Southeast Asia and features interiors designed by creative director Stuart Vevers in warm, earthy tones — a reflection the New York-based brand’s city roots.
On the ground floor, visitors will find a ‘Craftsmanship Bar’ that offers leather care, cleaning, and monogramming service; part of Coach’s increased customer service strategy as part of its new store design.
The flagship carries both men’s and women’s ready-to-wear collections as well as handbags, accessories, small leather goods, footwear, scarves and jewellery.
In November, Coach reported lower-than-expected quarterly sales, citing a cut back in promotions and department store supplies as the reason for the slight sales increase to $117.4 million.
In 2014, Coach started renovating its stores and hired well-known fashion designer Stuart Vevers to revive demand for its products, in a bid to ward off growing competition from peers such as Michael Kors. As well as rebranding, Coach announced the closure of its Hong Kong flagship last year in Central.
The Coach Pavilion Elite flagship store is located on levels two and three of mall. Situated at 168, Jalan Bukit Bintang, Bukit Bintang, Kuala Lumpur, Pavilion Elite is located next to Pavilion Kuala Lumpur, and boasts a net lettable area of 23,226 square metres. The development is estimated to have cost US$146.4 million.