Westfield London, ground floor, unit 30
Cos does a good job of conveying its Scandinavian heritage through visual merchandising, with clothing hanging on simple yet structural wooden rails and accessories displayed neatly on shelves and tables. A comfortable seating area with a selection of trendy magazines is a nice touch, and the fitting rooms are the best we saw. Bright and spacious, they include special features such as a small shelf for mobile phones or accessories and a moveable mirror so you can see the back of your outfit. Product is less trend-led here, but there are some classic pieces and the quality is good. A viscose printed dress costs £69, while a 100% silk version is good value at £115. Merino knitwear at £55 is competitively priced.
Although the store is quiet, the staff largely ignore me as they are absorbed in putting away stock and tidying the shop floor. However, sales assistants at the tills are friendly. It is a
little odd to see scarves and mittens still on display, especially as the majority of the collection looks quite summery.