H&M-owned brand Cos China will open a flagship store on Tmall next month.

The store is expected to be the brand’s only online shopping channel in China, apart from its official site.

The offer on Tmall will include a wide selection of Cos China’s womenswear, menswear and childrenswear selections, the London-based brand said in a statement. Cos apparel joins the H&M and Monki, sister labels already on Tmall.

The launch on Tmall comes as Cos China expands across the market, with plans to open a new bricks-and-mortar flagship store in Shanghai, as well new stores in major cities such as Beijing, Xiamen and Guangzhou in the coming months. Launched in China in 2012, Cos currently has 28 stores across 17 cities in the market.

“The Cos brand is a fantastic addition to Tmall’s strong portfolio of fashion brands,” said Jessica Liu, president of Tmall fashion and luxury.

“Chinese consumers are among the most savvy and style-conscious in the world, and we are very excited to introduce Cos’ timeless designs to the more than 500 million consumers on Alibaba’s platforms,” she added.

Marie Honda, Cos MD, called the launch a milestone in the company’s global expansion.

To mark the launch, the brand will bring the hit installation “New Spring” to a historical building in Shanghai, giving Chinese consumers the chance to take part in the multi-sensory installation from October 20-28. Created in collaboration with London-based design duo Studio Swine, the tree-like structure that blossoms with mist-filled, scented bubbles was specially commissioned for last year’s Salone de Mobile, one of the world’s biggest furniture and design fairs, held annually in Milan.

In tandem with the pop-up installation, the brand will feature a curated selection of Cos apparel, available for purchase on Tmall and in select physical storefronts across China.

• Alizila is the independent (but Alibaba-funded) news portal on Alibaba Group activities.