Cos to open third store in Melbourne

H&M-owned Cos is opening its third Melbourne store in the inner suburb of Armadale this spring.

Spanning 248sqm, the single-level store will hold the brand’s SS17 collection and feature an internal courtyard and skylight space.

The fashion brand said it will use the original Edwardian architectural features of the early 20th century building and incorporate its “aesthetic of clean and modern lines combined with natural elements.”

“We hope that this new store will allow our customers to continue to explore Cos in a great new environment,” said Marie Honda, managing director of Cos.

Cos, which stands for Collection of Style, is H&M’s second-largest brand and targets a slightly older consumer with its minimalist aesthetic and higher price points.

It is positioned alongside the Swedish company’s other brands, Other Stories, Cheap Monday, H&M Home, Monki and Weekday.

“An important part of the H&M group’s strategy is to develop, launch and build new global brands,” said H&M CEO Karl-Johan Persson in July.

“A good example of this is Cos, which will reach revenues of around 10 billion Swedish krona this year with profitability in line with that of the H&M brand. The value of Cos today already far exceeds the amount we invested in it, and this is just the beginning of the journey.”

Cos’s opening at Armadale follows a recent spate of fashion brands moving into the area, with Decjuba Kids and Rebecca Valance recently opening in the suburb.