Look out J.Crew, Aritzia and Banana Republic — COS is boosting its presence in North America through a mix of owned retail stores, e-commerce and strategic partnerships.
The 20-year-old, higher-priced sister brand to Sweden’s H&M, is only toe-deep in the North American market, with just 12 stores in the U.S., seven in Canada, and one in Mexico.
This week, however, COS executives told WWD they are evolving their global store portfolio “to stay relevant,” whether that involves openings, store updates or relocations — with a particular focus on growing the COS footprint in the U.S. and Mexico.
COS (which stands for Collection of Style) is known for its clean, modern, minimalist style and sustainably sourced, lasting, quality fabrics and reasonably priced items. It was early to focus on supply chain traceability. And unlike fast-fashion brands like H&M that rapidly turn over trends and generally have 12-to 16-month product life cycles, COS products can last for years and appeal to different customer bases, notably professionals and creative types. It does particularly well in Asia and Europe.
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In the U.S., COS has signed leases for three locations at Westfield shopping centers, including two stores slated to open this fall, in Westfield Topanga in Canoga Park, Calif., and Westfield Old Orchard in Skokie, Ill. The third COS store is scheduled to open at Westfield Garden State Plaza in Paramus, N.J., in early winter 2027. COS entered the U.S. in 2014 with e-commerce and a store in Beverly Hills followed by one in Manhattan’s SoHo shopping district.
In Mexico, working in partnership with the Retail Franchise Group, COS will open six franchised locations starting this fall, including Artz Pedregal, Anima Los Cabos and Andares in Guadalajara; Punto Valle and San Pedro in Monterrey, and Antea in Querétaro. COS’s first foray into the country was a Mexico City store that opened in 2023. The Retail Franchise Group is a subsidiary of Grupo Sordo Madaleno, a leading Mexican real estate developer and architectural and design firm.
“Each space will reflect COS’ architectural language: defined by considered materials, clean lines and a refined, modern aesthetic,” COS said in a statement. “The expansion reflects the brand’s ongoing commitment to the North America/Central American market and its broader omnichannel growth strategy.”
The U.S. openings come on the heels of advancements in North America. In March, Cos.com launched in Canada and the brand recently debuted on the Nordstrom marketplace after first collaborating with the department store in 2022 as a wholesale partner.
COS currently has 252 stores across 50 physical markets, in addition to 38 online markets. Its largest volume markets are China and Korea.
In the following Q&A email exchange, Daniel Herrmann, managing director of COS, discusses the brand’s growth strategy as well as its “hyper focus” on key cities like New York City, Los Angeles, Toronto and Vancouver. “We have a community that appreciates our design principles, and the quality and craftsmanship in our collections,” said Herrmann.
WWD: How aggressive is the COS expansion in the U.S.?
Daniel Herrmann: Through a detailed and ambitious expansion process, COS seeks to capture the full potential of the brand around the world. We do this by opening new stores in existing markets and in new markets with high potential, while expanding Cos.com in additional markets, and investing in wholesale and marketplace channels…We will continue to invest in the Americas — a market that has always been important to us.
WWD: Why is now a good time to launch new stores in the U.S.?
D.H.: We have been in the Americas region for 12 years, but we are still under-penetrated and see great opportunity in the years ahead. We are confident in the opportunity the region presents…The focus over the next three to five years will be on expanding our brand through physical stores, complemented with the strength of our online channels and marketplace partnerships like Nordstrom.
WWD: How does COS differentiate from the many other specialty fashion retailers in the U.S.? What are the key distinctions?
D.H.: We’re not focusing on setting ourselves apart, but rather delivering something authentic to COS. We ensure our brand identity is reflected in every expression of the brand, across all platforms and formats: in-store, online, social, through seasonal campaigns, fashion week shows, etc.
Customers come to COS expecting great value at our price point. This means high-quality materials, excellent fit and versatile pieces that build lasting wardrobes. But it’s not just about the product. We aim to empower customers through thoughtfully designed collections and inspiring experiences — in a way that’s true to COS.
WWD: What is the average size of a COS store, and what’s the range?
D.H.: Designed in-house by our interior specialists, each store aims to create immersive experiences where customers connect with the brand through design, service and, at times local storytelling. Each store is conceived as an architectural expression of the brand’s design philosophy — rooted in craftsmanship, material exploration and modern culture.
Our stores range from larger flagship spaces like Regent Street London and Sanlitun Beijing, to key city locations like Berlin Mitte and Cheongdam Seoul, to temporary pop-ups like the most recent one on Champs-Élysées Paris.
WWD: Is COS considering additional wholesale partners in the U.S. beyond Nordstrom?
D.H.: We first collaborated with Nordstrom in 2022 as a wholesale partner — an extension of our channels to continue to build greater brand awareness in the region. By partnering with best-in-class, multibrand retailers who complement our DNA, we can engage and inspire customers in new places. Most recently, we evolved our partnership with Nordstrom via their marketplace channel — an important step in making COS even more discoverable to customers across the U.S. Our focus for now is on delivering this partnership in the best way.
WWD: Where does COS wholesale worldwide?
D.H.: We launched our wholesale business in 2022 with three partners — Nordstrom, Breuninger and Yoox, before bringing the collection to more customers in Australia and New Zealand through a partnership with The Iconic in 2023.
Wholesale expansion is an important part of the brand’s growth strategy to drive new revenue streams and build greater brand awareness in existing markets. As an historically physically driven brand, these alternative channels enable the most convenient shopping experience for our customers while heightening brand perception. A presence on a prime retail destination automatically positions us so that the target customer understands where our offering sits in the market.
WWD: What is selling best at COS currently?
D.H.: Our menswear selling is strong across all categories, as customers lean into lighter seasonal materials, like linen — a quintessential summer fabric. Elevated basics like our ultimate COS signature T-shirts continue to be popular for both our womenswear and menswear customers, while the Riviera-inspired beach and swim pieces from our summer 2026 collection are well received.
WWD: Can you cite any recent innovations at the stores?
D.H.: COS is committed to an elevated, customer-centric retail experience. Our stores are more than retail spaces. They are cultural and architectural extensions of the COS universe.
Every store reflects our brand POV, and some of our spaces feature artist collaborations or cultural elements, aiming to create immersive experiences where customers connect with the brand through design, service and local storytelling. For example, in our Mexico City store we collaborated with Caralarga, a female-owned collective known for handcrafted, considered designs.
We are also investing in omnichannel technology to ensure a seamless and personalized customer journey across physical and digital platforms. This investment is essential to meeting modern consumer expectations, and to empower our store staff to help serve our customers.
WWD: How might the Mexico stores be different from COS stores in the U.S. or elsewhere?
D.H.: As with all our spaces, the Mexico stores will offer an elevated, customer-centric retail experience. Each space is developed with the local customer and environment in mind, balancing local influence with our contemporary design language — so the customer can experience the brand universe in a way that feels authentic to them and where they are.
