C-3 alkylation of coumarins has been accomplished using cycloalkanes or alkylbenzenes in the presence of di-tert-butylperoxide (DTBP) and Fe(III) catalyst. Under metal free conditions and just by switching the oxidant from DTBP to TBHP, an exclusive C-4 cycloalkylation-C-3 peroxidation reaction takes place. During C-3 alkylation, the C-C bond formation occurs at the expense of an existing C-C bond, while the C-4 alkylation is associated with the formation of new C-C and C-O bonds.