H&M's COS is entering wholesale business

The new COS collections will be available at Nordstrom in the United States and Breuninger in Germany.

The Swedish mass-market brand COS (part of the H&M Group) will change its development strategy for the first time and enter the wholesale market. Beginning with the fall 2022 season, the brand will appear in department store retail chains and online platforms.

The new COS collections will be available to customers at Nordstrom in the United States and Breuninger in Germany. In addition, the brand will be sold on the platform of Yoox.

COS has traditionally sold through its own retail network around the world. Meanwhile, over the past few years, the retailer has been developing a strategy to enter the wholesale market. In today's reality, the company decided the time was 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 Managing Director Lea Rytz Goldman.



COS expects that the effort to "meet customers where they are" will increase sales and brand awareness in markets where it will sell through new channels.

Nordstrom will be the first to launch sales of the Swedish brand in September. The fall-winter COS collection will be offered at four of its New York City department stores. At the same time, COS will debut at New York Fashion Week.

The brand name COS is an abbreviation for "Collection Of Style". The brand was first introduced in 2007 in London. In its collections COS focuses on classic looks and minimalistic style. The basic philosophy of the brand is a combination of classic, minimalism and practicality.