Cos, the H&M Group fashion label founded in 2007, is now hitting its growth stride.

The London-based brand has been expanding its international storefront, with new stores in Mexico City and Stockholm plus a new outpost in New Jersey in 2023. Today, the brand has a 248-store portfolio, spanning 48 physical markets, 38 online markets and selected wholesale partners. Wholesale is a recent venture for Cos, starting in 2022 with retail partners Nordstrom in the U.S., e-commerce business Yoox, and German-based Breuninger online. Katie Reeves, managing director of Cos North America, leads the North American growth initiatives. After starting her merchandising career at H&M Group in 2003, Reeves left in 2011 before rejoining in 2021 at Cos.

“The Cos brand itself has an amazing DNA, and I was excited to harness that and introduce the brand to many more consumers within the North American landscape,” she said on the latest episode of the Glossy podcast, recorded during the recent eTail West retail conference in Palm Springs, Calif.

A growing roster of storefronts is just the tip of the iceberg for Cos, as the brand has sought to build on its NYFW momentum via new marketing opportunities timed to the bi-annual event, plus new store technology that can facilitate stronger customer connections and service. Speaking with Glossy, Reeves detailed where Cos is focusing its efforts, who the Cos customer is and why she thinks there is a brick-and-mortar renaissance.

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