Swedish H&M's affiliate chain, Cos, will sell furniture from now on after it signed a deal with Danish furniture manufacturer Hay. The items will be available online all over Europe.
"Hay through the eyes of Cos"
It is not that surprising that Hay was chosen as every Cos store already uses Hay-designed shelves. "It is actually Hay through the eyes of Cos", according to Martin Andersson, head of design at Cos, in an interview with Knack. "Our customers are very interested in interiors and design and we felt it was the right time to offer an alternative product range which complemented our clothing lines."
Hay's collection will be launched online in September and will also be physically available in the Cos stores of London, Vienna and Gothenburg. Designer Thomas Alonso even designed two small tables that will only be available at Hay and Cos as part of the agreement.
Cos, founded by H&M in 2007, is one of the chains that tries to cater to a higher echelon of the market, just like & Other Stories. That is H&M's more expensive clothing store, which should match its higher quality creation process.