COS Is Building a Bridge Between Mass Market and Luxury

Daniel Herrmann doesn’t want to talk about elevation strategies — at least not explicitly.

The managing director of H&M-owned COS believes elevation is a matter of perception, and true elevation comes from the customer experiencing the products you create.

It’s a notable stance for someone who has presided over an unexpected retail success story, with COS landing among Lyst’s top 10 hottest brands in 2025 seemingly out of nowhere. Since taking the helm in April 2024, Herrmann has…