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H&M’s COS Set to Cover the Coasts

After the first store in the U.S. premieres this fall in New York, the H&M sibling will make its West Coast debut with a unit in Beverly Hills.

A COS store.

H&M’s plans for COS’ arrival in the U.S. are taking shape.

This story first appeared in the March 12, 2014 issue of WWD.  Subscribe Today.

After the first COS store in the U.S. premieres this fall at 129 Spring Street in New York’s SoHo neighborhood, the sleek, professional sibling of H&M has set its West Coast debut by signing a lease for an unit at 357 North Beverly Drive in Beverly Hills. COS, which stands for Collection of Style, has 91 stores worldwide, but has yet to open stores in the U.S.

On Beverly Drive, COS will join an increasingly crowded row of fashion retailers. Among those that have signed leases within the last two years are Alice + Olivia, Theory, Sandro, Maje, AllSaints, Scoop, Intermix and Iro. Jay Luchs, executive vice president at Newmark Grubb Knight Frank, said, “Beverly Drive has become the street in L.A. for contemporary brands. The foot traffic and cotenancy are the main reasons for this change.”

COS isn’t only coming to America via its own stores. The retailer will continue a partnership started last year with Opening Ceremony by opening pop-up stores at the designer retailer’s outposts in New York and Los Angeles on April 17. The COS pop-up stores at Opening Ceremony will last until supplies run out. COS will be made available on openingceremony.us as well.

Carol Lim and Humberto Leon of Opening Ceremony said of the partnership, “We are looking forward to continuing our partnership this spring with another offering of COS products exclusively in North America and to creating another beautiful pop-up experience in April, this time within our Los Angeles store. We’re also very excited to offer for the first time a selection of COS’ children’s wear to our customers; we may, in fact, be the first in line to score a few pieces for our own kids!”

Marie Honda, COS’ head of business, a title equivalent to chief executive officer in the U.S., said, “We are [pleased] to introduce our brand to Los Angeles, initially with an edited range at Opening Ceremony, and later in the year with our own store in Beverly Hills.”