This article first appeared in The Edge Malaysia Weekly on July 1, 2024 - July 7, 2024

COACH, a US-based fashion house specialising in bags, is teaming up with A Place Where (APW), an event and retail space in Bangsar, to set up what is believed to be a standalone multi-concept store that is expected to be the first of its kind in Southeast Asia.

Sources tell The Edge that the format combines retail stores, cafés and restaurants under one roof and reflects a growing trend among international luxury fashion houses to venture into the food and beverage (F&B) sector with their own versions of chic restaurants and luxurious cafés post-pandemic.

Apart from Coach, brands like Dior, Prada, Ralph Lauren and Kate Spade are expanding into lifestyle experiences to create deeper customer engagement with their brands.

Coach Malaysia confirmed the collaboration with APW but declined to comment on the specifics. “As we are still in the planning stages of this exciting project, we will share more concrete details as soon as they become available,” a spokesperson tells The Edge.

APW CEO Ee Soon Wei also declined to comment on the matter, although it is worth noting that Coach had worked with APW in 2022 to feature its pop-up store at the space.

A source estimates that the investment in “Coach APW” could be in the millions of ringgit, considering that the space is expected to span 7,500 to 8,500 sq ft or possibly more. “This is still in the planning stages, so the final size could be bigger.”

“What’s particularly interesting is that Coach has chosen Malaysia from among the countries in the region to launch its first multi-concept store,” another source says.

The launch is expected to take place as early as September, says a person in the know but it is unclear at this point if Coach and APW will work together as a brand, and if there is more to the project considering the size.

APW is a 65,000 sq ft creative and retail hub that was originally a commercial printing factory known as Art Printing Works Sdn Bhd that was established in 1952 and located in Lebuh Ampang prior to its relocation to Bangsar in 1965.

In the past, the printing company had publishing contracts for government school books, encyclopaedias and English-Malay dictionaries.

When Ee took over the family business in 2013, he decided to convert the APW space to house a curated selection of F&B and retail outlets. The space has also been used to host various cultural and lifestyle events.

A property expert observes that Coach may prefer to locate its lifestyle store in APW Bangsar because the brand wants to appeal to a young crowd.

“The Coach brand has been introducing several concepts in Malaysia as well as the region. Looking at the concept the fashion house is going with, it looks like it wants to target the Gen Z audience, which is about self-expression and looking for experiences,” the expert says.

Rahim & Co International Sdn Bhd CEO real estate agency Siva Shanker is not surprised that big brands want to tap into the Bangsar market considering it is a meeting point for a large group in the Klang Valley.

“Bangsar is an upscale area. The F&B scene there is thriving and people flock to Bangsar from all over the city be it for business meetings, dining or shopping.

“If a brand like Coach is going there, I am not surprised. It’s really an extension of what Bangsar already is. And for a brand like this, there just aren’t many places quite like Bangsar. It’s a fantastic fit,” he says.

Malaysian Institute of Estate Agents (MIEA) president Tan Kian Aun applauds the move, given the benefit of new investment and confidence in the purchasing power of Malaysians.

“Having such a concept in the area is positive for the country in terms of opportunities, services and landscape.

“I also understand that Coach has products in a wide price range. They cater to a broader audience than just pure luxury shoppers. Plus, renting in Bangsar is more affordable than in a prime mall location,” he tells The Edge.

“In a mall, you’re limited to mall traffic. But with an outdoor space, everyone walking by gets a glimpse of your brand. It’s strategic for visibility. Bangsar itself has tons of foot traffic, perfect for targeting the local market. It’s a prestigious area, not technically KL, but definitely an affluent neighbourhood. It’s a smart move for Coach,” Tan explains.

“Fashion houses are looking for new concepts and ideas to expand their brand reach. Venturing into lifestyle creates a new avenue for customer interaction and creates brand awareness,” a marketing expert says. He points out that the Gen Z also prefers experiences rather than just spending thousands on a bag.

This is not the first time that Coach has come up with a different concept to its normal retail stores in Malaysia. In early June, the brand announced the opening of Coach Play in Ipoh, an immersive concept store located in Silverlakes Village Outlet.

It was the latest addition to the global Coach Play series that blends the brand’s New York roots with the unique charm of each location.

The Coach Play Ipoh concept store spans more than 2,516 sq ft and was inspired by a summer camp landscape. The store also introduced the first Coach Coffee Shop in Malaysia.

Apart from Malaysia, Coach has already launched its restaurant and coffee shop in a shopping complex in Jakarta, Indonesia, featuring classic New York designs. The brand has also launched its coffee shop in Thailand and Singapore. 

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