COS — short for Collection of Style — is the premium fashion brand of Sweden’s H&M Group, launched in 2007. It has built a Portuguese retail presence anchored by its flagship store on Avenida da Liberdade, Lisbon’s prime luxury-shopping avenue.
COS was launched by H&M in 2007 as a more design-led, higher-priced label, and has grown into one of the group’s most recognisable premium brands. In Portugal it forms part of H&M Group’s broader retail footprint, with a flagship store on Lisbon’s Avenida da Liberdade — the city’s prime luxury-retail address.
The Lisbon flagship places COS alongside international luxury and premium brands on Avenida da Liberdade, reflecting H&M Group’s strategy of positioning COS in flagship city-centre locations rather than mass-market malls. The store anchors the brand’s Portuguese presence and its access to both local shoppers and Lisbon’s large tourist flows.
COS is one strand of the deep Swedish retail presence in Portugal that also includes H&M, & Other Stories and IKEA. Its flagship-led approach shows how Nordic fashion groups segment the Portuguese market — using premium sub-brands to reach higher-spending urban and tourist consumers.
Fractio helps Nordic companies enter the Portuguese market — from market sizing to first sales, hiring, and legal setup.
Talk to Fractio →