THE NON-OBVIOUS SHOW · EPISODE 62

The Unlikely Rise of the Coach Brand and "Accessible Luxury"

with Lew Frankfort

Episode 62 · December 2, 2025 · 33 min

In this episode, Lew Frankfort, former CEO of Coach, shares his journey of transforming Coach into a $5 billion brand. He discusses the concept of 'accessible luxury,' the importance of being an outsider in leadership, and the balance between magic and logic in business. Lew emphasizes the value of curiosity, purpose, and the greater good mindset in building a lasting brand.

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Episode Summary

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Key Takeaways

01Lew Frankfort was an unlikely choice to take over as CEO of Coach.
02Being an outsider might be the true key to leadership success.
03Coach opened their first store on Madison Avenue.
04Gen Z is value-driven and has a sense of purpose.
05Coach coined the term “accessible luxury” before going public.
06Coach wanted people to have belief in the brand.
07Coach built a culture of treating employees well.
08The greater good mindset requires belief and purpose.

What We Cover

00:03:00The Concept of Accessible Luxury
00:09:00Leadership as an Outsider
00:15:00Building the Coach Brand
00:21:00Magic and Logic in Business
00:27:00The Greater Good Mindset

About The Guest

Lew Frankfort

Former Chairman and CEO of Coach; author of Bag Man

Lew Frankfort led Coach for decades as chairman and CEO from 1995 until 2014, and wrote Bag Man: The Story Behind the Improbable Rise of Coach. He is known for scaling Coach globally and for popularising accessible luxury.

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