Cos opens Bicester Village outlet store

Sandra Halliday

Опубликовано
31 авг. 2018 г.

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.