A major H&M men's store and a COS store, both in the heart of Beijing are to close at the end of the month. H&M and COS are both brands of H&M Hennes & Mauritz, a Swedish company.
H&M is "integrating online and offline channels" and evaluating store locations to cut costs.
H&M attempted to expand by separating men’s clothing into standalone stores, but both stores had low-profile openings and failed to attract much attention, let alone the desired "customer loyalty."
In terms of fashion chains, only Uniqlo is expanding to any notable degree in China. H&M and Zara are closing stores while talking big about "online and offline integration," more properly described as "closing even more stores."
