Bag Man: The Story Behind the Improbable Rise of Coach

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 twenty-nine 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 he built a business that challenged conventions, grew it 1000%, and became recognized 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.

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

© 2025 Ascent Audio (Lydbog): 9781663756503

Release date

Lydbog: 14. oktober 2025