H&M brand COS will open its flagship store at Tmall, strengthening its presence in China. This is expected to be the brand’s only online shopping channel in China, apart from its official site. The offerings will include a wide selection of COS’ women’s wear, menswear and children’s wear lines.
COS is expanding operations across China by opening a new brick-and-mortar flagship store in Shanghai, and new stores in major cities like: Beijing, Xiamen and Guangzhou. Launched in China in 2012, COS has 28 stores across 17 cities.
The brand will install its famous structure 'New Spring' in a historial building in Shanghai, giving Chinese consumers the chance to take part in the multi-sensory installation from October 20-28. Created in collaboration with London-based design duo Studio Swine, the tree-like structure that blossoms with mist-filled, scented bubbles was specially commissioned for last year’s Salone de Mobile, one of the world’s biggest furniture and design fairs, held annually in Milan.
In tandem with the pop-up installation, the brand will feature a curated selection of COS apparel, available for purchase on Tmall and in select physical storefronts across China.
