Higher-End H&M Imprint COS Opens First Asia Location In Hong Kong

COS Currently Has 51 Locations In Europe

COS lands in Hong Kong (Image: Divia Harilela/The D'Vine)

This week, COS (Collection of Style), the more sophisticated sister brand of Swedish retail giant H&M, unveiled its first Asian location on one of Hong Kong’s main shopping arteries, Queen’s Road Central. The two-story, 6,000-square-foot boutique is COS’s first foray outside of Europe and marks the first step in a broader Asia-Pacific expansion.

Since its launch in 2007, COS has opened 51 stores in Europe, offering women, men, and children “timeless, versatile, and uniquely minimalist pieces of style, not fashion.” Prior to its Hong Kong location, the brand recently opened locations in Paris on Rue Montmartre and de Grenelle as well as in Nuremberg and Amsterdam. Now, like many fashion retailers, COS is leaving the continent and testing its luck in the growing Asian market. As Marie Honda, the brand’s director, commented, “Hong Kong is an attractive town and has an incredible energy, the perfect place for our first location outside of Europe.”

While H&M has taken quite a stronghold in Hong Kong with 11 locations, COS positions itself distinct from its predecessor, priding itself on its “sharper, more designed and more mature style” while still remaining accessible. As fashion blogger (and Jing Daily columnist) Divia Harilela put it, “the look is timeless yet edgy, with a focus on clean, tailored silhouettes and quirky details.” Now, the question for COS is, will it enjoy the same fame and popularity it enjoys in Europe in its new eastern home?

COS Queen’s Place
74 Queen’s Road, Central, Hong Kong


Fashion, Market Analysis, Retail