Come With Coach To A World Of Pure Imagination At Its New Emporium Melbourne Boutique

1 week ago 4

For the past few collections, American heritage brand Coach has emboldened its customers through its ‘courage to be real’ ethos—a style philosophy that promotes its product offering as a vessel of authenticity. Now, the New York-based luxuriate is providing Melbournians with the ability to unlock their courage by picking up the accessory or piece of ready-to-wear that aligns most with their ideal self-expression.

Indeed, Coach has expanded its retail presence in Australia with a new boutique located at a prime position inside Emporium Melbourne. Flanked between Lonsdale and Swanston streets in the grid-like Central Business District, the store once again enshrines the heart of the Victorian capital as a storied city not too dissimilar to the bustling isle of Manhattan.

We may not have the Empire State Building, but our very own concrete jungle now boasts the presence of Coach’s coveted Empire Carryall bag. The vintage-inspired features slouched lines and an elegant top handle that conveys the luxuriate’s New York state of mind and attitude—a theme that runs throughout each of creative director Stuart Vevers’ designs like the Chelsea High Line.

Since launching in Coach’s Fall/Winter 2024 collection, presented in February during New York Fashion Week, the supple leather bag has quickly become the scion of taste, reflecting the wants and needs of the next crop of Coach shoppers and selling out as a result.

If you’re not already one of the tens of millions of TikTok users who have lusted over the item on the platform, we anticipate the reflective gold façade of the store to be a mirror of your soon-to-be newfound desire. With tesselating glass bricks arranged in a hypnotic pattern and the promise of accessible luxury guaranteed behind those walls, the ground-floor position draws you in by showing the endless possibilities Coach’s pieces can brandish you with.

Like how NYU’s Institute of Fine Arts—a French classical mansion situated in the Upper East Side where students and socialites rub shoulders every day—served as the perfect backdrop for this bag’s debut, the new Emporium Melbourne store sets the scene for unlimited potential. It’s said beauty is in the eye of the beholder, but Coach is taking that one step further by offering in-store personalisation.

Yes, this might be where you invest in your own Brooklyn shoulder bag—the suede version of which was verified as the second-hottest product of the quarter and garnered a 263% increase in searches after Bella Hadid wore it in August—but it’s also the place where you can stamp your own ambitions onto it through the ‘Coach Create’ accessorise and monogram service.

Coach has already helped pioneer the return of bag charms through their miniature Big Apple-themed trinkets, but to celebrate the store its design team has created exclusive straps featuring instantly recognisable signatures including Tea Rose and Coach Link, as well as a new chain embellishment.

This offering also extends a more intimate form of individualism that plays into the label’s legacy of craftsmanship. Coach’s store team can customise the leather goods by including a hang tag selected from an array of high-octane hued pieces and even emboss a selection of symbols and motifs to make your item truly one-of-a-kind.

Coach has always had a knack for innovation, which is why the new store will continue to be a landmark shopping destination, especially as fresh-off-the-runway pieces land in store. Take the new Glovetanned Leather Kisslock Frame Bag, for instance. Crafted like a comically oversized coin purse, the piece was one of the most discussed items of the Spring/Summer 2025 and has already cemented its legacy by receiving Carrie Bradshaw’s tick of approval. (Yes, there’s nothing that screams ‘It girl’ endorsed than being spotted in the arms of Sarah Jessica Parker while in costume for the upcoming season of And Just Like That…).

The third instalment of the Sex And The City reboot may reach our screens faster than this bag hits shelves, but it’s a testament to the way Coach has corralled generations of New Yorkers as adherents of its timeless designs. If you too are a convert, find your sartorial mecca at the G008/287 Lonsdale Street, Melbourne, Victoria. Visit the store between the following hours:

Monday – Wednesday: 10 am – 7 pm
Thursday – Friday: 10 am – 9 pm
Saturday – Sunday: 10 am – 7 pm