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H&M has big plans for new brand in U.S.


Fast-fashion giant H&M is expanding its upscale store brand, Cos, in the United States.

Cos, known for its minimalist-styled fashions, will open its first store in Boston, on Newbury Street on Sept. 25. The new space, the brand’s third location in the United States, will offer womenswear and menswear collections with 2,960 sq. ft. of sales area, spread across two floors.

Cos opened its first U.S. locations in 2014, in downtown Manhattan and Los Angeles. The retailer has announced additional U.S. store openings, with a location on Fifth Avenue, in Manhattan, and one in Costa Mesa, California, due by year-end.

Also in the works: A store in Houston, Texas, in the River Oaks District.

The retailer has previously announced its expansion into Canada, with stores set to open in both Montreal and Toronto later this year.

The new store in Boston will remain aligned to the Cos' value of creating a relaxing and enjoyable shopping environment with the use of natural materials and stylish minimal finishes.

Cos has 125 stores in 26 countries in Europe, Asia, the U.S., Australia and the Middle East and currently retails online to 19 markets.

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