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H&M’s COS to open first Queensland store

COS_Chadstone_00H&M’s second-largest brand, COS, will open its first Queensland Australia store later this year in Brisbane.

The store will mark the brand’s seventh store in the market after opening branches in the cities of Sydney, Melbourne and Perth.

The fashion brand did not disclose the store’s size or on whether it will use the same original Edwardian architectural features of the early 20th century building it used in its previous stores.

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 last year.

“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.”

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