H&M’s Cos will open its first store outside Europe, in Hong Kong on June 28.

Cos, which has built a network of 51 stores in Europe since its launch in 2007, will open on Hong Kong’s Queen’s Rd in Central. The 560 sqm store will be spread over two floors.

“We are all thrilled to opening a store in Hong Kong and hope that our customers will be happy with the new store space, the collection and the brand,” said Marie Honda, H&M’s brand director for Cos.

“Hong Kong is an attractive town and has an incredible energy, the perfect place for our first location outside of Europe.”

On its opening, Cos will feature the complete range of its Spring Summer 2012 collection which focuses on preppy, bold and playful use of color.

Cos merges “high fashion attributes” with “ground level pricing”, creating design that’s affordable, the company says.

Its menswear designer Michael Kristensen said the focus of the new fashion concept is quality of fabric, fit and finish.

“It’s ready-to-wear level design at high street prices,” said Kristensen.

Cos will also open in Kuwait later this year. The upscale brand has no plans yet to open in China or other part of Asia, said Honda.

Sister brand H&M has 11 stores in Hong Kong.

GB