COS (fashion brand)

COS is a fashion brand part of the H&M Group. Parent company H&M owns retail brands including H&M, Other Stories, Monki, Arket.

Positioning
The brand is described as "creating contemporary minimalist collections for mid-range prices" for women and men.

COS is an abbreviation of “Collection of Style.” The brand advertises a design ethos of pieces made to last beyond the season with a focus on craftsmanship, and of using sustainably sourced materials for its products. The brand's marketing strategy has long sought to associate it with art and design.

History and expansion
COS first opened on London's Regent Street in March 2007 with a catwalk show at the Royal Academy and launched its online store in 2011. The first store in North America opened in 2014

As of December 2022, COS had 259 stores in 47 countries, and was selling online in over 38 countries. In some countries the brand sells via franchise partners, including Alshaya Group.