Cos has become one of the more successful areas of H&M's business. In a six-month report for the period from December 2016 to May 2017, H&M CEO Karl-Johan Persson said that Cos' profitability is in line with H&M despite having 95% fewer stores.
In April, it launched a new, millennial-focused brand called Nyden, which professes to be "affordable luxury." This brand operates online and via pop-ups, rolling out a limited collection of clothing in small batches.
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