Higher-End H&M Imprint Recently Debuted In Hong Kong
Still celebrating the recent grand opening of its first Asian location in Hong Kong, COS (Collection of Style), the more sophisticated sister brand of Swedish retail giant H&M, announced this week plans to enter the mainland China market this fall. Slated to open at Parkview Green mall (芳草地购物中心) in Beijing’s Central Business District, the 400 square meter (4,305 square foot) location will carry the full COS apparel and accessories line.
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 stores in Paris on Rue Montmartre and de Grenelle as well as in Nuremberg and Amsterdam. Now, with its Hong Kong and upcoming Beijing location, COS — like many high street fashion retailers — is leaving its home continent and testing its luck in the growing Asian market.
As Marie Honda, the brand’s director, said of the Beijing expansion, “We’re really paying attention to the feedback from Beijing’s consumers about COS, and we hope China’s fashion lovers like our brand and products.”