Quick Facts
- COS will open 36 new stores in 2026 across Europe, Asia, North America and Australia
- Smart mirrors use RFID technology to recognize products and suggest complementary items in real-time
- The brand generated $846 million in sales in 2025, with the US accounting for 24% of revenues
COS is rolling out smart store technology across its global expansion as the H&M-owned fashion brand prepares to open 36 new locations in 2026.
The technology centers on touch-screen smart mirrors in fitting rooms that use radio frequency identification (RFID) tags to automatically recognize products and sizes customers select. AI technology enables the mirrors to offer in-stock options for colors, sizes and complementary accessories that shoppers can request from associates.
“Our ambition is to pilot new technologies that allow us to meet and exceed our customers’ in-store shopping expectations,” said Managing Director Lea Rytz Goldman. “With COS Beverly Hills, we have seen first-hand how our customer experience can be elevated with tech enhancements.”
The gStore app provides managers real-time RFID data on tablets, showing what products are selling and enabling quick responses to consumer trends. Previously, Beverly Hills managers relied on printed weekly email updates about top-selling products.
COS operates 248 stores across 48 physical markets and 38 online markets. The 2026 expansion includes 13 stores in Europe, seven in Asia, six in North America and one in Australia. Nine stores have already opened this year.
The brand generated $846 million in sales in 2025, representing 15-20% growth from the previous year. The United States remains COS’s main market, accounting for 24% of revenues in 2025.
Managing Director Daniel Herrmann, who joined COS in April 2024 after 15 years with H&M Group, said the brand has achieved the “Elevation Game” by offering global supply chain efficiency with architectural house integrity.
New flagship stores incorporate circular materials including cash desks made from recycled paper, fitting room handles from recycled Murano glass, and mannequins from recycled plastic. Recycled content has increased by more than 50% compared to previous stores.
COS targets metropolitan professionals in creative fields who value style and conscious lifestyle choices. The brand positioned itself between fast fashion and luxury by offering “The Row and Loro Piana aesthetic at a 10x lower price point,” according to industry analysis.
The brand was the only high-street retailer featured on the Lyst index 2025 alongside luxury brands and returned to New York Fashion Week for the fourth consecutive year in September 2025.
Read more: How COS Orchestrates a Global Elevated Store Experience
