H&M to launch ‘Upmarket’ Range

Due to be announced this week, Swedish retailer Hennes & Mauritz are planning to take on the upmarket high-street stores with the launch of their new chain, provisionally called Cos.

Increasing competition from supermarket clothing ranges and trend-right fast-fashion offerings from value retailers such as Primark has led to flat sales for H&M, and the company have decided to follow in the footsteps of their rival Zara who have seen positive results from their upmarket brand, Massimo Dutti. 

The first UK branch of H&M’s new chain is scheduled to open at Easter in the old Liberty store building on Regent Street, with other outlets opening in Germany, Belgium and the Netherlands.

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