Coach launches first Paris ‘Coach Play’ store in Le Marais

Coach has opened its inaugural "Coach Play" experiential store in Paris, occupying a historic building at the corner of rue Sainte-Croix-de-la-Bretonnerie and rue du Bourg‑Tibourg in the Le Marais district. The concept, first introduced in Chicago in 2023, is designed to attract Gen‑Z shoppers with a tactile, less intimidating luxury environment that blends New York heritage with local Parisian references. The Paris location showcases the brand’s Tabby bag, Coach Originals, small leather goods, footwear, men’s accessories and bag charms, while dedicating a large portion of floor space to non‑retail experiences such as customization stations.

Matteo De Bortoli Albricci, SVP General Manager for EMEAI at parent company Tapestry, called the opening a "key milestone" for the brand’s expansion across the EMEAI region. Giovanni Zaccariello, SVP Global Visual Experience, highlighted the store’s preservation of exposed stone walls, warm wood and chrome accents, mid‑century‑inspired fixtures, and neon signage reminiscent of 1970s Times Square. The Paris outlet marks the first Coach Play store in France and signals the brand’s intent to grow the concept throughout Europe.