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Sandra Halliday Published
September 19, 2025
H&M Group continues to grow its Cos label at steady pace with the company this week unveiling a new wholesale deal. It has linked up with Global Fashion Group (GFG’s) The Iconic, to take its collections to more customers in Australia and New Zealand.
The announcement comes after a series of partnerships launched with Nordstrom, Breuninger and Yoox in autumn last year.
The company said that partnering with a “strong, market-leading platform to help expand [its] wholesale presence in the region aligns with the brand’s ambition to meet customers where they are and continue to build greater brand awareness”.
Cos MD Lea Rytz Goldman cited The Iconic’s status as an ANZ “market leader with extensive local following” and said “this provides a great opportunity for Cos to increase brand awareness as well as reach new customers in these countries. By adding another established retailer in a major market to our wholesale portfolio, we can build on our existing online presence while engaging and inspiring customers via new channels”.
The retailer, which was launched with a store in London in 2007, currently has a presence across Europe, Asia-Pacific, North America, and the Middle East. It has a 252-store portfolio and spans 47 physical markets, 38 online markets and selected wholesale partners.