The longtime CEO of Coach shares stories and strategies behind the company’s stunning growth from a $6 million business to a $5 billion global brand.

Lew Frankfort knew nothing about fashion when he became assistant to the founder of Coach. By the time he left, Frankfort had spent 29 years as CEO, growing Coach from a scrappy maker of leather bags with a small cult following to a beloved lifestyle brand. Along the way, Coach created a new market segment accessible luxury that redefined an industry. In Bag Man, Frankfort explains how the son of a Bronx policeman, after working in city government, built a business that challenged conventions, grew it 1000%, and became recognised as one of the world’s best CEOs.

Bag Man offers lessons from both achievements and missteps as Coach reinvented itself over decades. Throughout, Frankfort considers a more personal aspect of leadership how the double-edged sword of fear and drive can lead to success but also take a toll. He shares his struggles with a haunting fear of failure, including how it drove an obsession with consumer insights that made Coach unique in the industry.

Summing up Coach’s philosophy in three words ‘magic plus logic’ Bag Man shows how blending creativity and data-driven discipline can produce sustainable, profitable growth, helping to:

Design and market products people love
Build a roster of talent and a performance-driven culture
Drive strategies that pair a brand’s unique value with the right market opportunities
Scale the business to achieve next-level organic growth
Operate as a respected public company

A riveting, candid business memoir, Bag Man traces an extraordinary leadership journey that built a legacy brand.