Coach BAG MAN Reveals the $5 Billion Rise of Accessible Luxury

A classic American success story comes to life in print.

Coach celebrates a defining moment in its legacy with the release of “BAG MAN: The Story Behind the Improbable Rise of Coach”, written by Lew Frankfort, the brand’s Chairman Emeritus and former CEO. Published by Harvard Business Review Press, the book chronicles Frankfort’s 35-year journey transforming Coach from a modest New York workshop into a multi-billion-dollar global icon of accessible luxury.

From Family Business to Fashion Powerhouse

When Lew Frankfort joined Coach in 1979, the company was a $6 million family-run leather goods maker. By the time he stepped down as CEO in 2014, it had evolved into a $5 billion publicly traded brand known worldwide.

Frankfort’s leadership philosophy, which he terms “Magic Plus Logic,”  emphasized blending creative vision with rigorous, data-driven strategy to reimagine Coach for modern consumers. The book details how that formula sparked an industry revolution by defining a new category: “accessible luxury.”

As Todd Kahn, Coach’s CEO since 2020, said, “Our legacy of excellence starts with Lew. Lew motivates us. He is why I came to Coach.”

Praise from Fashion and Business Leaders

“BAG MAN” has already earned acclaim from renowned leaders who recognize its mix of business insight and human perspective.

Diane von Furstenberg calls it “a very entertaining and inspiring tale of a true American brand,” while Arianna Huffington said, “BAG MAN reminds us that great leadership is not just about vision and execution, it’s also about self-awareness and the willingness to evolve.”

Scott Galloway, NYU professor and author, describes the book as “a valuable collection of hard-won business and personal insights,” highlighting its balance between strategy and self-reflection.

A Visual Love Letter to Craftsmanship

To connect Coach’s past and present, Frankfort collaborated with Coach Creative Director Stuart Vevers on the design of the book. The cover features one of Coach’s signature Duffle Bags, photographed in evocative light to showcase its leather craftsmanship. Inside, a photo collage curated by Vevers and Frankfort celebrates Coach’s artisanal heritage through decades of creativity and innovation.

A Legacy of Authentic Leadership

Recognized by Barron’s and Institutional Investor on their “World’s Best CEOs” and “Best CEOs in America” lists, Lew Frankfort is regarded as one of the pioneers of modern retail leadership. Born and raised in The Bronx, he earned his MBA from Columbia Business School, where he remains an active mentor.

After leaving Coach, Frankfort co-founded Benvolio Group, an investment firm supporting early-stage consumer brands such as Veronica Beard and Malk Organics.

Lew Frankfort said, “When I started at Coach, I saw more potential than product, but I believed ordinary people could make something extraordinary. That belief shaped everything that followed.”

Now available wherever books are sold, including Coach.com, Coach House, and Coach’s Hudson Yards flagship store in New York City.