H&M's Cos enters wholesale for first time

By

Sandra Halliday

Published
Aug 21, 2022

H&M’s mid-market brand Cos is diving into wholesale for the first time with three new partnerships for Autumn 2022, including Nordstrom in the US, Breuninger in Germany and e-tailer Yoox globally.

The company said the move “marks an exciting step in the brand’s growth strategy. Making Cos available on more channels supports the aim to ‘meet the customers where they are’ and continue to build greater brand awareness”.

The Swedish group has been looking at wholesale as an option for a while but Cos MD Lea Rytz Goldman said that “now the timing feels right. We know the retail landscape is changing and we need to meet our customers – new and existing – beyond our owned channels, by partnering with best-in-class multi-brand retailers who complement our DNA. This will enable us to engage and inspire customers in more places”.

While the wholesale project has begun with just three retailers, the company sees “great potential for further growth”.

Nordstrom will launch the label via its online channel and four stores across New York and New Jersey on 13 September, aligning with the brand’s debut at New York Fashion Week.

The brand will debut on Breuninger’s online platform in early October and will be available to buy across Germany, Switzerland, Austria and Poland.

And the Yoox debut will happen next month with the brand available to buy across all its live markets.