COS, a subsidiary brand of the H&M group, is entering the wholesale business. This autumn, the women’s brand can be found at Nordstrom, Breuninger in Germany and Yoox.
For the first time the COS brand, a premium women’s label of the H&M group, is expanding into the wholesale channel. Until now, the brand was only distributed through own retail. But the expansion into wholesale had been in discussion for a while, says Managing Director Lea Rytz Goldman, and now the timing feels right.
“We know the retail landscape is changing and we need to meet our customers – new and existing – beyond our owned channels, by partnering with best-in-class multi-brand retailers who complement our DNA. This will enable us to engage and inspire customers in more places,” says Rytz Goldman. As part of the brand’s growth strategy, wholesale sales should allow to “meet customers where they are” and build greater brand awareness.
COS will launch with three major retail partners: US department store chain Nordstrom, German department store group Breuninger and international luxury platform Yoox. Nordstrom will be the first to launch COS online and in four shops in New York and New Jersey on 13 September, at the same time as the brand’s debut at New York Fashion Week.
