For the Swedish company COS, 2012 is synonymous with a first foray outside of Europe. Driven by the group H & M, the company has opened nearly fifty units on the continent since its launch in 2007. It now has its sights se on Asia and will open its first store there next spring. Like many brands, it chose Hong Kong as its first destination.

COS Women, fall-winter 11/12.

"Hong Kong is an attractive town and has an incredible energy, the perfect place for our first location outside of Europe," said Marie Honda, the brand’s director. The shop for women and men is located on one of the main shopping arteries, Queen's Road.

Big sister H & M has already established one of its 11 Hong-Kong locations. COS is different from its predecessor with a sharper, more designed and more mature style, but also by its positioning as higher end, while still accessible. The company has been very active in recent weeks with two openings in Paris (on Rue Montmartre and de Grenelle), one in Nuremberg and one in Amsterdam.