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COS joining Tmall marketplace in China

H&M-owned fashion brand COS is joining Alibaba’s Tmall platform, China’s largest business to consumer marketplace. The digital storefront is set to launch in October.

The brand is also launching a standalone website and opening a physical flagship in Jing An Kerry Centre, Shanghai, next month.

“Partnering with Tmall is an exciting moment for us and the launch online represents a milestone in our global expansion,” COS managing director Marie Honda said.

“We are thrilled to bring our collections to a broader audience across the market to complement our physical stores and look forward to this new chapter ahead.”

COS first entered the Chinese market in 2012 and now has 28 bricks-and-mortar stores in the region.

The move onto Tmall will bring the brand’s core wardrobe essentials, across womenswear, menswear and childrenswear, to a wide audience across Mainland China.

President of Tmall fashion and luxury Jessica Liu noted that COS will be a fantastic addition to the marketplace’s portfolio.

“Chinese consumers are among the most savvy and style-conscious in the world, and we are very excited to introduce COS’s timeless designs to the more than half a billion consumers on Alibaba’s platforms,” Liu said.

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