Cos set sights on China with online debut and store openings

By

Barbara Santamaria

Published
Sep 18, 2018

Cos, the London-based contemporary fashion brand owned by H&M Group, is gearing up for its online debut in China as part of a wider expansion plan that will also see it open four flagship stores.

The brand has teamed up with Alibaba’s Tmall to launch an online storefront on its site and get in front of the millions of users who regularly shop there. It is also launching its own website, cosstores.cn, in October.

The launch will make it easier for customers across Mainland Chine to shop the womenswear, menswear and childrenswear collections of the brand, which first entered the market in 2012 and has currently 28 stores in 17 cities.

Additionally, Cos is opening four new flagship stores in Shanghai, Beijing, Xiamen and Guangzhou in the coming months to support the wider expansion strategy.

“Partnering with Tmall is an exciting moment for us and the launch online represents a milestone in our global expansion. We are thrilled to bring our collections to a broader audience across the market to complement our physical stores and look forward to this new chapter ahead,” said Marie Honda, MD of Cos.

“The Cos brand is a fantastic addition to Tmall’s strong portfolio of fashion brands,” added Jessica Liu, President of Tmall Fashion and Luxury. “Chinese consumers are among the most savvy and style-conscious in the world, and we are very excited to introduce Cos’ timeless designs to the more than half a billion consumers on Alibaba’s platforms.”

To build a buzz around the online launch and expansion, Cos will bring the celebrated New Spring installation by Studio Swine to an historical building in Shanghai, and launch a special Cos x Studio Swine edit on Tmall and in selected stores.