The Evolution of Coach: Lew Frankfort on Culture, Consumers, and Creative Leadership

In this episode, Ken Pilot speaks with Lew Frankfort, CEO of Coach, who helped guide the company from a $6 million leather goods business to a global brand generating more than $5 billion in annual sales. Over 35 years, Frankfort helped define Coach’s culture, expand its product vision, grow internationally, and strengthen its connection to the consumer.

He reflects on the decisions that shaped the company’s growth, the values that guided his leadership, the importance of collaboration, and the role of customer insight in every major step. Frankfort also shares how he evaluates emerging consumer brands today through his work at Benvolio Group.

The conversation provides a clear look at how purposeful leadership, strong teams, and consumer understanding can shape a brand’s trajectory.

Show Notes

– How Frankfort first learned about Coach and why he decided to join the company
– Early observations about customers, product loyalty, and unmet demand
– The growth journey from $6 million to $5 billion and the decisions that supported it
– The meaning behind “magic + logic” and how it guided product and brand development
– Why consumer insight was central to Coach’s identity and long-term success
– Building strong teams through immersive interviewing and shared values
– Encouraging collaboration between creative and business departments
– Approaching retail before “omni-channel” was defined: stores, catalog, outlets, wholesale, and early e-commerce
– Lessons learned from major turning points, including Coach’s path to independence

If this conversation resonated with you, share it with someone interested in retail, brand building, or leadership.

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