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H&M’s COS Sets Sights on Hong Kong

The chain is gearing up to open its first store outside Europe and it kicked off its brand-building efforts with an art gallery event.

EASTWARD BOUND: Hennes & Mauritz AB’s upscale brand COS is gearing up to open its first store outside Europe in Hong Kong, and it kicked off its brand-building efforts on Thursday with an art gallery event and preview of its fall-winter collection.

The brand, which has opened 51 stores in Europe since it launched in 2007, will unveil its first shop in Asia on June 28 at 74 Queen’s Road Central. The two-story, nearly 6,000-square-foot space stands a stone’s throw from a branch of lower-priced sister brand H&M, which has 11 stores in the city.
The event, which took place at the Galerie Perrotin, was a one-night celebration comprising the art installations and fashion preview for invited guests and journalists.

Marie Honda, H&M’s overall brand responsible for COS, said the city was an appropriate spot for the store.


“Hong Kong has so much culture and heritage, mixed with the new and modern,” she said. “There is so much happening here.”

Honda said COS had no firm plans yet for China, Asia or more stores here. The brand will open in Kuwait in partnership with a company there later this year.

COS joins other international brands like Coach and The Gap in the prime Central area. Abercrombie & Fitch is due to open here later this year.

At the event, local music star Anthony Wong and composer Gaybird Leung collaborated on a jam session incorporating sounds from a computer. German fashion editor Arne Eggers made a series of porcelain bow ties featuring Chinese patterns similar to those found on traditional rice bowls and vases. Hong Kong writer Winifred Lai completed the exhibition with a set of photographs of herself in motion wearing COS items.

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