LONDON — Cos, the London-based fashion label that is part of the H&M Group, is showing commitment to the Chinese market despite challenging market conditions with the reopening of a flagship in Beijing’s trendy shopping district Sanlitun on Dec. 24.

The expanded and elevated store blends the brand’s contemporary and minimalistic ethos with the Forbidden City’s architectural heritage and traditional craftsmanship.

After entering the store through a geometric grid facade, the ground floor space, which hosts the womenswear and accessories offerings, has black walls and custom ceramic tiles handcrafted by local studio Zebound.

Walking up a deep red terrazzo spiral staircase, the upper level is designed with a lighter palette with the womenswear area framed within the ivory and ceramic tiles, while the menswear is displayed across recycled vitrines.

The lounge area on the floor is fitted with structural sofas and matching chairs wrapped in cowhide and paired with dark walnut detailing by Singchan Design, a practice founded by Chen Xinyu, whose work explores the intersection of past and present. There are also custom lanterns by artist Wentao Li and large sculptural vases handcrafted and glazed by local artisan Open Object.

Daniel Herrmann, managing director of Cos, said the reopening in Sanlitun is a key strategic investment in an important city where the brand first started its journey in China back in 2012.

“We are excited to unveil this location in the Sanlitun shopping district. As a significant shopping destination in the city, this is a key location for us, and so it was important to retain our presence and relocate our original store,” he said.

“It is one of our longest-standing locations in the market and holds a special place in our retail network. As we celebrate this important milestone, we see an opportunity to pursue growth opportunities in China, drive brand visibility and fashion credibility while harnessing high consumer loyalty and strong consumer demand,” he added.

Coinciding with the flagship opening, Cos is releasing a limited-edition capsule from Jan. 23 that’s aimed at celebrating the arrival of the Spring Festival and the Year of the Horse. The brand started creating exclusive products for the Chinese audience in 2018 and has been launching Spring Festival capsule edits since 2021.

The upcoming holiday range features symbols of movement like hand-drawn horse motifs across ready-to-wear and accessories. The pieces are available in vibrant spring tones and in neutrals for a low-key holiday celebration.

The brand is present in 18 cities across China and has been selling online there since 2018. More than half of its portfolio is concentrated in top-tier cities such as Beijing, Shanghai, Shenzhen and Guangzhou.

Herrmann noted that the Beijing flagship, opening after more than a decade in the market, signals the brand’s continued investment and confidence in the market. More stores are set to open in Dalian, Jinan, and Wuhan early next year.

Despite structural economic challenges, Herrmann said China continues to be an important market for Cos.

“Our commitment to investing in China remains unwavering, driven by long-term confidence in the market and a nuanced understanding of local consumer needs. We will continue to listen to our customers, collaborate with local partners, and deliver distinctive collections and in-store experiences,” he said.

“We are confident in our upcoming investment through openings and capsule collections. We see a real opportunity to continue to build meaningful and lasting connections with our customers in a market that has always appreciated our offering,” he added.