Cos crosses the Atlantic to conquer new markets

Collection of Style, better known as Cos, will be opening

a number of stores in the US by spring 2014. The first store to open will be in Soho, lower Manhattan, while the brand scoops out other locations in New York, California and Chicago.

Cos, seen as the younger sister of Hennes and Mauritz AB, offers modern, minimalist apparel lines for men, women and children. Since the brand launched in 2007, it has expanded across Europe to Asia and the Middle East, and had its sights set on expansion in the US. Although the company is young and still finding it’s ground, for example 80 percent of the current collection is solely women’s wear, Cos is keen on expanding their international brand image.

However, Chief Executive Officer for the Swedish brand, Marie Honda, says the company is not scrambling to have their US stores roll off the production line. First and foremost the brand needs to see a response from customers and find the right location before they set up shop. “Looking back, we launched our first flagship in London in 2007. At year’s end, we’ll have 10 stores there. It all comes down to location,” Honda argues. Finding the right location for a new store is a driving factor for Cos, especially when launching in a new country.

Since the store locations vary so much, the Swedish brand also has the opportunity to try out different store concepts. “With London and other cities, we tried out a hundred new concepts. The size of a full-concept store is 4,500 square feet. In Amsterdam, it’s hard to find a large store. We have a smaller concept store [there],” states Honda. The company is content to take the time to develop their business in the right markets, with emphasis placed on finding the perfect location in “cities that have an international feel”. The new store in Soho is located in a renovated town house, complete with a wooden and brick facade, a blend between modern and historical inspirations reflected in the collections offered.

Cos also plans on launching an e-commerce site for the US by spring next year. Although sibling company H&M is currently in “many, many more markets, we have time to grow the business…we have a lot of potential,” Honda concludes. The Swedish brand currently has 12 stores and two concession stands in the UK.