Cos store | Source: ShutterstockLONDON, United Kingdom — H&M group’s second-biggest brand is losing several top executives, according to internal emails viewed by The Business of Fashion, as the once high-flying minimalist brand struggles to maintain momentum.
The reshuffle at Cos represents some of the biggest leadership changes since the brand was launched in 2007.
The changes come as Cos struggles to maintain momentum in a challenging market.
It was a savvy move that initially paid off; the brand’s minimalist but chic selection earned Cos the moniker ‘high-street Celine’ in fashion circles.
But more recently, the brand’s star has faded, while newer additions to H&M group’s stable of brands, like Arket, have begun to attract more attention.

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