Coach has opened a new store at Mallorca Fashion Outlet in Marratxí, marking another step in the brand’s European outlet growth and deepening its partnership with VIA Outlets on the Balearic Islands’ leading outlet destination. The doors officially opened on May 14, 2026, bringing modern New York style and leather craftsmanship to a centre that welcomes almost 5 million visitors a year.
Coach lands at Mallorca Fashion Outlet
Mallorca Fashion Outlet is the island’s only outlet centre, located just off the Palma–Inca motorway in Marratxí, about 15–20 minutes from Palma and close to Mallorca Airport. With over 100 brands, restaurants and cafés in an open air village setting, it has become a key shopping and leisure destination for both locals and tourists.
Coach’s new store brings the “Coach world” into this context, offering a space designed to feel welcoming, inspiring and full of personality, while showcasing the brand’s signature mix of leather goods, accessories and ready to wear with a distinctly New York attitude.
Strengthening the Coach–VIA Outlets relationship
The opening underscores the continued strengthening of Coach’s relationship with VIA Outlets, the owner operator of 11 premium outlet centres across Europe with more than 1,100 stores and around 33 million annual visitors across the portfolio. For VIA, adding Coach supports its strategy of curating international, design led brands in key holiday and city destinations; for Coach, VIA’s centres offer high quality, year round tourist and local traffic.
Mallorca Fashion Outlet, in particular, is positioned by VIA as a “standout retail destination” on the island, and the Coach opening is highlighted on the centre’s news pages as an invitation to “take home a little piece of New York style and keep it for life.”
A Balearic setting for modern New York style
In the announcement, Coach’s regional leadership describes Mallorca as having its own rhythm: international, relaxed, stylish and full of energy an ideal match for a brand built on craftsmanship, self expression and modern New York style.
The store is conceived to channel that mix:
- A welcoming, personality filled environment, consistent with Coach’s latest store concept.
- Emphasis on storytelling around leather craftand the brand’s heritage, made accessible to a Mediterranean, resort oriented audience.
- An edit that speaks to both everyday wear and travel minded shoppers moving between beach, city and airport.
With almost 5 million visitors a year at the outlet, the location allows Coach to connect with new and highly engaged consumers from Spain and abroad.
The people behind the opening
True to the tone of the LinkedIn post, much of the spotlight falls on the teams and partners who brought the project to life:
- The VIA Outletsteam – including Jorge Sánchez Mera, Christopher Stone, Lurdes Martins and Natacha Villas Boas – are credited for their vision, precision and energy in supporting the opening.
- External partner Alexander Calvo Schulteis singled out as an “exceptionally optimistic” collaborator, recognised for his pragmatism, support and commercial focus throughout the journey.
- Coach’s own project and store teams are celebrated: construction PM Magdalena Waloch, NY based design lead Nicole Powell, retail ops leaders Billy Read, Abraham Fernándezand Margarita Klioc, and regional VM lead Alba Pascual Vara, among others.
On the ground, store leadership is entrusted to Nicola Greenhill and Tom Green, with regional retail support from Claudia Koven and David Porqueras, positioning the location for long term success once the launch moment fades.
Coach’s European outlet strategy
This “another celebration for Coach in Europe” reflects the brand’s broader strategy of using outlet destinations to complement full price flagships in key cities. VIA Outlets’ centres in Spain, Portugal, Italy, the Netherlands, the Nordics and Central Europe give Coach access to a network of premium outlet environments that match its desired positioning.
By anchoring itself in Mallorca Fashion Outlet, Coach taps into:
- The island’s tourism driven footfall, including international travellers.
- A locally loved leisure destination with strong repeat visitation.
- A partner, VIA Outlets, focused on premium brand mix and centre upgrades, aligning with Coach’s own elevation agenda.
