H&M Group’s COS will open a flagship store on Tmall next month. It is expected to be the brand’s only online shopping channel in China, apart from its official site.
The offerings on Tmall will include a wide selection of COS’s womenswear, menswear and childrenswear lines, the London-based brand said in a statement. COS apparel joins H&M and Monki, sister labels already on Tmall.
The launch on Tmall comes as COS expands across China, with plans to open a new bricks-and-mortar flagship store in Shanghai, as well new stores in major cities such as Beijing, Xiamen and Guangzhou in the coming months. Launched in China in 2012, COS currently counts 28 stores across 17 cities in the market.
“The COS brand is a fantastic addition to Tmall’s strong portfolio of fashion brands,” said Jessica Liu, president of Tmall Fashion and Luxury.
Chinese consumers are among the most savvy and style-conscious in the world, and we are very excited to introduce COS’s timeless designs to the more than half a billion consumers on Alibaba’s platforms,” she added.
Marie Honda, managing director of COS, called the launch a milestone in the company’s global expansion.
“We are thrilled to bring our collections to a broader audience across the market to complement our physical stores and look forward to this new chapter ahead,” she said.
To celebrate the launch, the brand will bring the hit installation “New Spring” to a historial building in Shanghai, giving Chinese consumers the chance to take part in the multi-sensory installation from Oct. 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.