Cos North America is experiencing a "store renaissance" by strategically expanding its physical footprint and integrating new technologies. This episode unveils how Cos, an H&M Group brand, is leveraging both brick-and-mortar growth and wholesale partnerships to reach new customers and enhance engagement. Operators will learn about the rationale behind investing in physical retail for customer connection and brand building in a multichannel world.
Key takeaways
Cos is strategically expanding its physical store count globally, including new markets like Mexico City and a significant new outlet in New Jersey, demonstrating a strong belief in the power of brick-and-mortar for brand growth.
The brand is successfully integrating wholesale partnerships (e.g., Nordstrom, Yoox) into its growth strategy, indicating a diversified approach beyond direct-to-consumer physical and online channels.
Cos is focusing on leveraging new store technology to facilitate stronger customer connections and service, highlighting the importance of in-store experience enhancements in the "store renaissance."
Cos, the H&M Group fashion label founded in 2007, is now hitting its growth stride.
The London-based brand has been expanding its international storefront, with new stores in Mexico City and Stockholm plus a new outpost in New Jersey in 2023. Today, the brand has a 248-store portfolio, spanning 48 physical markets, 38 online markets and selected wholesale partners. Wholesale is a recent venture for Cos, starting in 2022 with retail partners Nordstrom in the U.S., e-commerce business Yoox, and German-based Breuninger online. Katie Reeves, managing director of Cos North America, leads the North American growth initiatives. After starting her merchandising career at H&M Group in 2003, Reeves left in 2011 before rejoining in 2021 at Cos.
“The Cos brand itself has an amazing DNA, and I was excited to harness that and introduce the brand to many more consumers within the North American landscape,” she said on the latest episode of the Glossy podcast, recorded during the recent eTail West retail conference in Palm Springs, Calif.
A growing roster of storefronts is just the tip of the iceberg for Cos, as the brand has sought to build on its NYFW momentum via new marketing opportunities timed to the bi-annual event, plus new store technology that can facilitate stronger customer connections and service. Speaking with Glossy, Reeves detailed where Cos is focusing its efforts, who the Cos customer is and why she thinks there is a brick-and-mortar renaissance. Get more from Glossy with the daily newsletter, sent out each weekday morning. Visit glossy.co/newsletters to sign up.
What does this episode say about retail & omnichannel?
Cos is strategically expanding its physical store count globally, including new markets like Mexico City and a significant new outlet in New Jersey, demonstrating a strong belief in the power of brick-and-mortar for brand growth.
What does this episode say about brand & content?
The brand is successfully integrating wholesale partnerships (e.g., Nordstrom, Yoox) into its growth strategy, indicating a diversified approach beyond direct-to-consumer physical and online channels.
What does this episode say about founder & leadership?
Cos is focusing on leveraging new store technology to facilitate stronger customer connections and service, highlighting the importance of in-store experience enhancements in the "store renaissance."
