Cos opens Bicester Village outlet store

H&M’s middle-market Cos brand has opened in Bicester Village as the outlet mall near Oxford continues to attract top flight tenants due to its status as a major destination both for UK shoppers and streams of high-spending tourists.

The new store covers more than 94 sq m with the company saying that it offers “a custom edit of the Cos collection across womenswear and menswear.”

It added that the “understated Cos aesthetic is brought to life through a grey colour palette with black accents, creating a tonal backdrop to the collection. A considered approach has been taken to the double height space, with translucent glass panels and bespoke furniture.”

It all speaks to the growing impact of outlet stores on a brand’s bottom line and how the top outlet malls demand investment that ensures the stores feel every bit as good as a full-price location.

Bicester has something of an advantage here being the unrivalled leader in the UK outlets market. And its recent expansion, which saw it opening 30 new stores and a VIP area last autumn only added to its appeal. Parent company Value Retail’s name change to Bicester Village Shopping Collection this spring underlined Bicester’s importance further.

Cos opens Bicester Village outlet store

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