COS Makes Grand India Debut with Flagship New Delhi Store
COS, the esteemed London-based brand under the H&M Group's umbrella, has officially marked a significant milestone with the grand opening of its inaugural store in India. Choosing the bustling capital city of New Delhi as its debut location, this expansion represents a strategic move into one of the world's most dynamic retail markets, further solidifying the brand's global footprint.
The new flagship store is strategically situated within the prestigious Select Citywalk Mall, a prime destination for fashion and lifestyle. The interior design, meticulously crafted in-house by COS, is envisioned as "an exploration of craftsmanship, materiality and modern culture." This philosophy is brought to life through a carefully curated selection of furnishings and a sophisticated aesthetic, all harmonized to create an atmosphere that is both warm and inviting for its discerning clientele.
COS has garnered a reputation as a star brand within the H&M Group portfolio, consistently making a substantial impact in recent periods. Its influence has been felt across various fronts, from the launch of viral products that capture consumer attention to compelling presentations at New York Fashion Week. The brand's expansion strategy has also included a series of permanent store openings globally, complemented by innovative pop-up experiences, such as its recent, high-profile arrival on the iconic Champs-Élysées in Paris, underscoring its growing presence and appeal.
The design language of the New Delhi store is defined by an intricate interplay of texture and form, where every element has been thoughtfully selected for its tactile quality and artisanal integrity. The exterior facade, for instance, is finished in Armourcoat clay lime plaster, an exquisite material whose surface reacts uniquely with water minerals during application, culminating in the formation of a natural, site-specific patina that gives the store a distinctive character. Inside, the foundation is equally considered, with terrazzo floor tiles by Grassi Pietre, remarkably composed of 90% recycled material, beautifully complemented by bespoke, hand-tufted wool rugs from Kasthall.
Upon entering, customers are greeted by ready-to-wear garments and accessories elegantly displayed on sleek aluminium railing systems, alongside shelving crafted from recycled materials by Smile Plastics, emphasizing a commitment to sustainability. A striking sculptural table by Paper Factor takes center stage, acting as an interior anchor. This piece, crafted from recycled cellulose fibers and colored with natural pigments, exemplifies the store's dedication to unique and environmentally conscious design elements.
The furniture within the store has been exceptionally curated to enhance the sophisticated ambiance. Notable selections include the iconic Scarpa 925 chair by Cassina and Karakter, which marries a sculptural wooden frame with the understated elegance of saddle leather upholstery. Further adding to the refined setting is Resident’s Offset coffee table, a solid-oak statement piece distinguished by its asymmetric form and adjustable legs. The ambient glow of Bon Bon wall and table lamps by Helle Mardahl, rendered in delightful candy-colored hues, adds a whimsical yet chic touch. Softening the store's various rooms are organic forms, notably the plush Pumpkin sofa designed by Pierre Paulin for Ligne Roset, alongside charming hand-upholstered pouffes by NOR11.
For its grand opening, the COS New Delhi store is currently showcasing the latest AW25 womenswear and menswear collections, offering patrons a first look at the brand's contemporary designs. As a special celebration of this landmark opening, customers who spend over ₹20,000 will receive a complimentary leather crossbody cardholder, an exclusive benefit available while stocks last, making the inaugural shopping experience even more rewarding.
