COS launches wholesale business
COS, the 15-year-old London-based fashion brand owned by H&M, is embarking on wholesaling for the first time and has picked Nordstrom, Yoox and Breuninger as initial partners in the strategy.
According to the Swedish fashion group, the new sales channel is an important step in the brand’s growth strategy. This is intended to make the brand better known and reach more customers.
“Expansion into wholesale has been discussed for some time, but now is the right time,” said COS Managing Director Lea Rytz Goldman. “We know the retail landscape is changing and we need to reach our customers – new and existing – beyond our own channels by partnering with world-class multi-brand retailers that complement our DNA.”
“We’ve taken the time to really reevaluate our customer demand. We need to meet the customer where the customer wants to meet us,” Lloyd Goldby, the global head of growth for COS, told WWD.
COS operates 12 brick-and-mortar stores in the US and opened its first London store in 2007, followed by the launch of its online store in 2011.
