We went to one of H&M's sister stores and saw why it's become a secret weapon for the brand

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We went to one of H&M's sister stores and saw why it's become a secret weapon for the brand

Cos 6619

Business Insider/Jessica Tyler

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  • 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.

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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:

We went to one of H&M's sister stores and saw why it's become a secret weapon for the brandEXCLUSIVE FREE SLIDE DECK:
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