Where coffee meets fashion – a conversation with Marcus Sanders, Coach

In this episode of the Fifth Wave podcast, Geoffrey Young sits down with Marcus Sanders, Vice President of Global Food and Beverage at luxury fashion brand Coach, to explore the strategic integration of coffee shops within boutique retail spaces. Sanders shares his journey from growing up in a KFC franchise family to leading food and beverage innovation at Coach, highlighting how his deep roots in hospitality and coffee culture shaped his vision. The conversation dives into Coach's global expansion of its coffee shop concept—now over 20 locations worldwide—starting in Jakarta and rapidly growing across Asia and North America, with a strong focus on creating sensory-rich, experiential moments that deepen brand loyalty. Sanders emphasizes that the coffee initiative is not just a marketing tactic but a commercially viable business model designed to increase customer dwell time, drive repeat visits, and attract new generations of luxury consumers through the universal appeal of coffee and community. Key takeaways include the importance of designing retail spaces for lingering and connection, the power of brand storytelling through sensory experiences (like the iconic 'C' chocolate mocha), and the strategic cross-training between retail and hospitality teams to build empathy and collaboration. Sanders also discusses the future of the concept, with plans for 30–50 locations globally, potential pop-ups, and a focus on innovation hubs in Southeast Asia. The episode underscores a broader industry shift: luxury brands are no longer just selling products—they're selling moments, memories, and multisensory experiences that keep customers coming back.