Upmarket accessories firm Coach is bullish on its domestic and overseas retail growth prospects, CEO Lew Frankfort explained at the Morgan Stanley Global Consumer and Retail Conference in New York.

"We want to rapidly expand our market share in North American as well as in Japan while we increase distribution across the globe," said Frankfort, who believes the firm has been "significantly understating" the North American market.

The company eyes at least 400 new stores in North America, the market which currently makes up more than 70% of it sales. It foresees about 100 US store openings over the next three years, bringing the total there to more than 300.

"We will continue to grow our market share with Japanese consumers from about 9% in the past year to about 15% over the next few years," said Frankfort.

Coach plans to do this through a mix of new locations and store expansions.

"We eventually expect to have a total of at least 180 Coach locations in Japan", Frankfort said, compared to the existing 120.

Coach is also planning to open a minimum of ten locations in mainland China in the next two years and will also look at opening more stores in Hong Kong, where it presently has 13 locations.

"Our product is checking really well with the Chinese consumer. That is music to our ears," Frankfort said.