Retailing, Franchising, and Consumerism Business Intelligence in China

COS To Open First Chinese Store In Guangzhou

COS, a high-end fast fashion brand under H&M Group, will continue its global expansion and open its first Chinese store in Guangzhou in April 2016.

This new COS store will be reportedly located at Tianhuan Square, a new commercial center along Tianhe Road.

COS is positioned as a minimalist style and high street fashion, and the brand only designs two series each year. Compared with the H&M brand, the prices of COS products are relatively high and an ordinary coat is sold at about CNY700. By the end of 2015, the Group had achieved double-digit store expansion for COS around the world.

COS also plans to launch new stores in Luxembourg and Prague.

COS had good performance and its revenue contribution to H&M Group increased from 1% in 2009 to 3% in 2014; meanwhile, its sales increased from USD132 million to USD625 million. At present, the brand has stores in 26 markets and its online shopping business is available in 19 European markets.

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