H&M’s 'Collection of Style' Brand Opened Its First Store In Beverly Hills

After teasing us with a cool pop-up shop at Opening Ceremony earlier this spring, on Wednesday, COS (Collection of Style), the Swedish label known for its intense fashion industry following, made its stateside debut with a store opening in Beverly Hills.

Fashionista reports for years after the H&M-owned brand's 2007 launch, its availability was only international. Finally, the label stopped playing hard to get, with a pop-up shop at Opening Ceremony last year, an e-commerce launch in July and the promise of two U.S. stores opening this year in L.A. and New York.

Last year, Marie Honda, overall brand responsible for COS, just confirmed its U.S. expansion. "We are all looking forward to the opening," she said. "New York City is a vibrant and exciting city and we feel Soho will be the ideal setting for our first store."

Up until then, COS had been exclusive to Europe, Asia, and the Middle East. The new Beverly Hills store, a few blocks from Rodeo Drive, has a design that reflects the chic modernism the brand is known for with two bright, spacious floors. With its gallery lighting and interesting lines, the store feels more downtown L.A. than Beverly Hills.

According to Racked, the store is located in Banana Republic's former space at 357 N. Beverly Drive — next door to MAC Cosmetics and across from Sam Edelman — the two-story, approximately 5,600-square-foot store will offer the Swedish retailer's minimalist autumn/winter collections for women, men, and children.

As for the merchandise: You'll find menswear and kids upstairs, and more than half the store is devoted to womenswear. Downstairs you can find detailed knits, A-line dresses and structured wool coats that you are sure to fall in love with.

Check out their artsy short film by Lerner & Sander here!