Promoted
Business

Coach Trademarks “C.O.A.C.H.” For “Cult Of The Outrageous Atomic Carriage House”

The retailer filed an application to trademark the phrase: “C.O.A.C.H. Cult of the Outrageous Atomic Carriage House” in late April. What’s unclear: why.

Coach, the handbag company that’s working to rehabilitate its luxury image, recently filed an application to trademark an unexpected phrase: “C.O.A.C.H. CULT OF THE OUTRAGEOUS ATOMIC CARRIAGE HOUSE.”

The filing, dated April 29, says the mark may be used for a variety of merchandise, including sunglasses, cases, mouse pads, jewelry, handbags, wallets, luggage tags, and clothing. Coach paid $1,300 in fees tied to the marks, the document shows.

Turning Coach into an acronym for “Cult of the Outrageous Atomic Carriage House” seems strangely out of character for the brand, which is aiming to transform its image. While it seems to reference Coach’s logo of a horse-drawn carriage, that logo has long conveyed a sense of heritage and luxury for the brand, not anything “outrageous.” Coach has, however, been working hard to recapture young women who have flocked to new rivals such as Michael Kors, Tory Burch, and Kate Spade, and remake itself into a cool, aspirational lifestyle brand in the U.S., as it outlined at an investor and analyst meeting today.

A spokeswoman for Coach didn’t respond to an email inquiry about why Coach trademarked the phrase.

Check out more articles on BuzzFeed.com!

Sapna Maheshwari is a business reporter for BuzzFeed News and is based in New York. Maheshwari reports on retail and e-commerce.
Contact Sapna Maheshwari at sapna.maheshwari@buzzfeed.com.
 
 
Here Are The Top Stories
  • Airplane debris discovered Wednesday on the coast of the French island of Réunion "very likely" belongs to the same type of aircraft as missing Malaysia Airlines Flight 370, Malaysian Prime Minister Najib Razak said.
  • A University of Cincinnati officer has been charged with murder for shooting Samuel Dubose, an unarmed black man.
  • Uber drivers waiting for ride requests near the International Airport of Mexico City were pelted with rocks, sticks, eggs, and flour on Wednesday. Local authorities are investigating the incident.
Get The News App

More News

More News

Now Buzzing