Business Insider/Jessica Tyler
- Though H&M's business has been struggling, other H&M group brands have been doing well, according to the company's CEO, Karl-Johan Persson.
- Cos, which launched in 2007, is focused on timeless, minimalist designs sold in a modern setting. Its success is helping to make up for H&M's disappointing 2017.
- Its strategy differs from its sister brand H&M, which tries to follow trends and sells an abundance of styles in stores.
- We went to a Downtown Manhattan Cos store to see what shopping there was like.
H&M may be struggling, but its more high-end sister brand, Cos, is thriving, according to the company.
Short for Collection of Style, Cos is known for its high-quality, thoughtful, and timeless designs meant to "last beyond the season," according to its website. While the philosophy is similar to that of H&M in terms of creating relatively affordable fashion, the brand has previously stated that "Cos prices start where H&M's finish."
Beyond a higher price point, where Cos differs from H&M is its focus on minimalist pieces that feel more high-end. The styles earned praise from the likes of Vogue and The New York Times when the store first landed in the US back in 2014.
To see what Cos is all about and why it's a bright spot for H&M, we went to a Downtown Manhattan location. This is what we found:
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