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Cos Concocts New Retail Concept

Cos is countering CO2.

The monobrand retailer, a division of H&M, unveiled its new store concept on Sept. 30 with the debut of its store at Biblioteksgatan 3 in central Stockholm, the first to showcase the new template which was created to enhance Cos’ circularity.  

The 6,092-square-foot store is the brand’s largest new location to date and features more sustainable materials and fittings as part of Cos’ goal to reduce store CO2 emissions while maximizing the lifecycle of all its interiors.

The new door has 66 percent more recycled material than the original Cos store design, which was initially seen in the first-ever Cos store that opened on London’s Regent Street in 2007. Some of the new sustainable features in the new scheme are a fully circular flooring system, 30 percent recycled aluminum rails, 100 percent recycled polystyrene mannequins in place of fiberglass ones and the removal of CO2-heavy concrete fittings.

“The Biblioteksgatan opening marks an important moment for Cos in our interior design journey and we’re thrilled to have a European flagship in the heart of Stockholm. Bringing our new store concept to life has been a brand-wide effort–developed by our talented team of in-house designers, and supported by sustainability, interiors and built environment specialists,” said Lloyd Goldby, Cos’ global head of growth.

“Whether through endlessly recyclable material or by reallocating store material in new openings, our new concept is a huge step towards becoming a more conscious brand, and we are excited to introduce it to more markets in the future,” he added.

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The two-level space is currently displaying paintings and sculptures by artist Liselotte Watkins who is inspired by vintage aesthetics and antique objects to create art that celebrates womanhood.

Cos, which is headquartered in London, has a 267-store portfolio, spanning 47 physical markets and 38 markets online. It started installing smart mirrors in its dressing rooms earlier this year.

The brand’s prior sustainably driven achievements include the launch of a circular denim collection in 2021 and Resell, a platform that allows customers to buy and sell their used Cos apparel that bowed in 2020. Restore, its line of repaired merchandise, debuted in 2019.