It’s nothing new for brands to open cafés, but over the past two years, this movement has been more present than ever.
Ralph Lauren was a pioneer in this, having opened the first Ralph’s Coffee location in New York in 2014. Today, many brands, especially in the fashion and beauty sectors, are doing the same, whether through pop-ups, food trucks, or cafe-boutiques.
This is the case, among others, for Coach, which opened its first Coach Coffee Shop in December 2024 and now has numerous locations. The brand has seen significant financial benefits from this initiative: Marcus Sanders, Vice President of Coach’s global food division, states that stores with a cafe have seen their revenues double or triple.
Building a relationship with coffee
The café allows brands to reach a new customer base and break down psychological barriers to entry. This is especially true for Gen Z, who may not be able to afford a Coach bag but can certainly afford a coffee or pastry adorned with their logo.
Since this customer base is also very active online and eager for “IRL” (in real life) experiences (just like millennials!), the café transforms into a life-sized film set where everything must be carefully considered: the wallpaper in the background for the perfect selfie, the logo sprinkled on the latte foam, the paper napkin featuring an Instagrammable quote… A visit to the café becomes a moment to share on social media, a way for consumers to connect with the brand and show that they embrace its values.
More than a café: values, identity and visibility
Opening a cafe is not a trend in itself for brands, but rather the creation of an immersive experience that is thoughtfully designed, scripted, and aligned with the brand’s DNA, both for its current clientele and for potential consumers and future generations of buyers.
Other brand cafés
- Café Dior
- Blue Box Café par Tiffany
- Innisfree X Taeng Taeng Bakery (pop-up)
- Prada Caffè
- Airbrush Café par Charlotte Tilbury (pop-up)
- Café Kitsuné
- Ardène X Café Pigeon Laval
- Maison Baultberri par Empire
- Rhode X Mecca Beauty et A.P Supply (pop-up)
- Saint Laurent Café
