Arjoon Bose joins Coach as VP marketing for Emea and India

LONDON: Coach has handed the keys to its marketing playbook across Europe, the Middle East, Africa and India to Arjoon Bose, appointing him vice president marketing as the American fashion label sharpens its focus on a new era of growth.

Bose, who takes on the role from London, brings with him a formidable global résumé and a reputation for marrying brand craft with commercial momentum. His brief is clear. Reintroduce Coach, proudly known as America’s Original House of Leather, to a new generation of consumers through self expression, creativity and modern confidence, while staying true to its New York roots.

Announcing the move, Bose described the appointment as a leap into the world of fashion and retail after years at the helm of global consumer brands. He spoke of a renewed approach to brand building at Coach and the opportunity to work with international teams to fuel the label’s worldwide momentum.

Before joining Coach, Bose served as global chief marketing and digital officer at Bel in Paris, steering brand and digital strategy across markets. Prior to that, he spent nearly a decade at General Mills, where he led everything from premium ice cream to better for you snacking across Europe, Australia, Asia and Latin America. His tenure included senior leadership of Häagen Dazs and the founding of General Mills’ venture arm, 301 INC Europe.

Earlier in his career, Bose cut his teeth at L’Oréal, spending ten years across India and Europe and playing a pivotal role in the creation and global rollout of brands such as Garnier Men and Ultimate Blends. Along the way, he built a track record for launching products that travelled well, grew fast and spoke clearly to changing consumer tastes.

At Coach, Bose will report into the global leadership team at parent company Tapestry and work closely with regional and international partners to drive brand relevance across diverse markets.

For Coach, the appointment signals an intent to blend heritage with modern storytelling. For Bose, it marks a return to fashion with a marketer’s eye and a storyteller’s instinct, ready to take a storied label into its next chapter.