Swedish fashion group H&M’s premium brand Cos is restarting its expansion strategy in China, opening new stores since the second half of 2024 in Beijing’s Chaoyang Joy City and Shenzhen’s Ping An Finance Center. The brand also plans to enter Xi’an and Wuhan for the first time. This marks Cos’ first significant store rollout in China since 2022. Cos operates 40 stores across the country, mainly in tier-one and emerging cities.