Coach drives growth in Australia with local partner Valiram

The 922sq ft Coach store at David Jones in Bourke Street, Melbourne is operated by the Valiram Group

AUSTRALIA. Coach Inc, the leading US design house, has announced its plans for growing the company’s business in Australia.

Two new stores were opened in October 2009, bringing the total number of Coach locations to five.

This rapid expansion, which includes locations at Sydney Airport, David Jones Sydney, David Jones Melbourne, and Chadstone Melbourne, is described as “extremely important” to the company, and will “greatly enhance” Coach’s visibility in the market, where Coach has operated a location in the Queen Victoria Building in Sydney since 2007, the company said.

The stores are operated by the Valiram Group, one of Coach’s local partners in the region.

Enhancing brand awareness

“We’re truly excited to be expanding our brand in four prime locations in the most strategic areas of Australia,” enthused Coach International President Ian Bickley.

“These new stores will enhance our brand awareness and positioning with the stylish Australian customer and are key to growing and broadening Coach’s market share with this important consumer group. Over the next few years we are planning to grow our store base to 10-15 locations, which would include a flagship store in Sydney once the right location can be found,” said Bickley.

The first two new locations, which opened in October 2009, are both located in Sydney, at the well-known David Jones department store on Castlereagh Street and at Sydney International Airport. These two openings added a combined 1,734sq ft of retail space for the brand.

The second two new locations, which opened in November 2009, are both in Melbourne, including David Jones and the upscale Chadstone Shopping Centre.

The 2,103sq ft Coach store in Melbourne’s Chadstone Shopping Centre features the brand’s ‘Bleecker’ design concept

Elevated store design

The largest of the new locations, Chadstone Melbourne spans 2,103sq ft and incorporates Coach’s ‘Bleecker’ design concept – described by the company as “a very elevated level of materials, finishes and architectural detailing including white lacquer and mirror-polished stainless steel fixtures trimmed in suede, white Italian marble flooring with black cabochon accents, herringbone-patterned walnut flooring and a high level of architectural mouldings”.

Together, these four new locations will feature an assortment of Coach’s products, enabling shoppers to get an overview of the company’s lifestyle approach.

About Coach

Coach, with headquarters in New York, is a leading American designer of fine accessories and gifts for women and men, including handbags, women’s and men’s small leathergoods, business cases, weekend and travel accessories, footwear, watches, outerwear, scarves, sunwear, jewellery, fragrance and related accessories. Coach shares are traded on the New York Stock Exchange.

About Valiram Group

The Valiram Group is Malaysia’s leading luxury goods retailer and travel retail specialist with corporate headquarters in Kuala Lumpur, Malaysia and regional offices in Singapore, Jakarta and Sydney. The Valiram Group aims to bring to Malaysia, Singapore, Indonesia and Australia iconic luxury brands as well as cutting-edge retail concepts in the travel retail arena.


Malaysia: Pavilion KL, Level 3 and 4; Suria KLCC, Ground Floor; The Gardens, Ground Floor; 1 Utama Shopping Centre, Ground Floor; Kuala Lumpur International Airport, Satellite Building; Fashion Gallery, Central Mall, Penang International Airport.

Singapore: Paragon Shopping Centre, Level 1; Raffles City Shopping Centre, Level 1; Takashimaya Department Store, Level 1; Isetan Scotts, Level 1; Singapore Changi Airport T2; Singapore Changi Airport T3; Luxury Fashion, Singapore Changi Airport T1; Resorts World Sentosa.

Australia: Queen Victoria Building, Ground Floor, Sydney; Chadstone Shopping Centre, Melbourne; David Jones Bourke Street, Melbourne; David Jones Elizabeth Street, Sydney; Sydney International Airport, Departure Level, Sydney.

Indonesia: Plaza Senayan, Ground Floor, Jakarta.

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