H&M Doubles Down on China: Cos Brand Launches in Key Cities Including Beijing and Wuhan

H&M reinforces its commitment to China through Cos. The Swedish group’s chain is reopening its flagship store in Sanlitun, one of Beijing’s most dynamic shopping districts, as part of a growth plan that includes new openings in other Chinese cities such as Dalian, Jinan and Wuhan in early 2026. The operation confirms the company’s desire to strengthen its presence in China, a complex but strategic market, where the brand started its operations in 2012.

The new space combines Cos’ minimalist aesthetics with local cultural references. The first floor, dedicated to women’s fashion and accessories, incorporates handcrafted ceramics from the Zebound studio, while the upper floor, with a brighter atmosphere, houses the men’s collection in recycled display cases. The lounge, designed by Singchan Design, integrates cowhide sofas and dark walnut details, along with lanterns by Wentao Li and sculptural vases by Open Object, reinforcing the idea of the store as a cultural space.

Daniel Herrmann, CEO of Cos, stressed that the reopening in Sanlitun is a key investment in a city that represents a milestone for the brand. “It is one of our oldest locations in the market and occupies a special place in our retail network,“ he said, noting that the store seeks to boost the chain’s visibility and reinforce its fashion credibility.

Cos reopens its flagship store in Sanlitun, Beijing, to be followed by Dalian, Jinan and Wuhan

Coinciding with the reopening, Cos will launch a limited capsule collection on January 23rd to celebrate the Spring Festival and the Year of the Horse. The line includes hand-drawn horse motifs on garments and accessories, with vibrant and neutral tones, reinforcing the strategy of offering exclusive products for the Chinese public, initiated in 2018 and consolidated with special editions from 2021.

Cos is present in 18 cities in China and has been selling online since 2018, with more than half of its network concentrated in first-tier cities such as Beijing, Shanghai, Shenzhen and Guangzhou. The opening of new stores in second-tier cities reflects the intention to expand its reach beyond major commercial hubs, capturing emerging demand in regional markets with strong economic dynamism.

The reopening of Cos in Beijing follows H&M’s return to its flagship store on Huaihai Road, Shanghai in early 2025. H&M’s plans confirm that, despite macroeconomic uncertainty, China remains a strategic market for international fashion. The major groups are strengthening their positions there, aware that the country remains a key driver of their global growth.

H&M’s financial results for the first nine months of the year reflect the Swedish group’s need for optimization. With sales of SEK 169,064 million in the first nine months, down 1.8% year-on-year, and net profit of SEK 7,753 million, down 9.8%, the company is seeking to offset the drop in revenues with a repositioning strategy in key markets such as China, where the recovery of physical presence is interpreted as a long-term confidence move.