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Cos gears up for launch of transactional site next year

Premium retailer Cos will launch a transactional website in 2011, following in the footsteps of sister chain H&M, which launched its UK site earlier this year.

Cos brand director Pernilla Wohlfahrt told Drapers she had wanted the retailer - which opened in 2007 and now has 32 stores internationally, including the UK - to launch a transactional site sooner but that it was “logistically difficult”. “It’s like opening a [bricks-and-mortar] store,” she said.

Cos shares its IT and logistics operations with sister chain H&M.

Wohlfahrt added that Cos’s autumn 10 performance “has been fantastic in the UK, with strong, comparable store figures across all markets”.

Creative director Rebekka Bay added that Cos will interpret spring 11’s 1970s trend, seen on the international catwalks in February, to create a “super-casual” aesthetic for next season. “Spring 11 is about developing a new chic,” she said. “It’s about new compositions and fabrics, like linens, silks and cottons. Dresses will be cut quite architecturally and we’ll be following the 1970s trend in a way. We’ll be working with sportswear influences and I love how there’s a chicness to casual dressing [in that decade].”

Sweatshirts, shirt dresses and rolled-up trousers will form the core of the spring 11 womenswear collection and sit alongside short-sleeved shirts, Breton tops and double-breasted suits with waist-length jackets in menswear. White will be key in the spring 11 palette, which also features pastel yellows, midnight blues and black.

For autumn 10, Cos invited fashion blogger Susie Lau to design its Regent Street store windows in London.

See Drapers’ December 3 issue for a full interview with Wohlfahrt and Bay.

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