A Bigger Footprint: Cos, the London-based fashion brand launched in 2007 by Sweden’s H&M Group, is bolstering its North American presence.
Two stores are opening this fall: at Bellevue Square, which is part of Bellevue Collection located just outside of Seattle, and in San Jose, Calif. The Bellevue Square store marks the brand’s first store in Washington state, while the San Jose location marks the brand’s third door in California.
This month, Cos opened a unit in Montreal at the Royalmount, a new mixed-used enter offering the city’s most extensive collection of luxury boutiques in Quebec.
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“This injection of new stores will introduce the brand to new customers while continuing to excite existing shoppers in new locations — reflecting an ambition to drive brand recognition and capture growing consumer demand in North America,” Tom Hunt, Cos global head of growth, said in a statement.
The two U.S. stores will debut with the Cos women’s and men’s collections, while the Royalmount store will carry women’s to start. “The collections feature elevated wardrobe essentials distinguished by a focus on craftsmanship, considered design details, and unique silhouettes,” the company stated.
In other recent developments, Cos announced actor Adrien Brody as the face of its spring campaign and launched its first in-house produced fragrance line of four scents and four candles. H&M Group reported lackluster sales in 2024, but group chief executive officer Daniel Ervér said the smaller retail brands in the portfolio, Cos and Arket, had performed strongly.
In other expansion moves, COS opened a store in Mexico City in August 2023, did a pop in Williamsburg, Brooklyn in November 2023 only to then sign a long-term lease there in 2024, and also opened a store in the American Dream shopping mall and entertainment center in December 2024.
