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50 Pernilla Wohlfahrt New

Brand director, Cos

Cos brand director Pernilla Wohlfahrt must have been licking her lips when autumn 10’s leather shorts, crisp white shirts and camel coats were backed as key product categories for the season, perfectly mirroring the premium retailer’s pared-down aesthetic.

Cos has wooed customers by combining high quality and design with affordable prices.

Although parent company H&M won’t disclose Cos’s UK performance, Wohlfahrt told Drapers that autumn 10 trading had been “fantastic”, with strong, comparable sales figures across all markets. An online launch next year is only likely to boost both the profile and sales of this retailer.

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