With little fanfare, Swedish retailer, Cos, quietly opened the doors to its second Australian store at 5 Martin Place in Sydney today.

Cos, which stands for Collection of Style, is H&M’s second largest brand, and targets a slightly older consumer with its minimalist aesthetic and higher price points.

The store, which is housed in the former Commonwealth Bank building, opened its doors at midday without a ribbon cutting or a line forming. Moments before the doors opened a small crowd gathered to be the first to see the store.

The opening is a far cry from the spectacle which surrounded H&M’s giant flagship store when it opened just down the road on October 31.

Thousands queued in Pitt Street Mall and were entertained by a DJ from 6am followed by a performance from Nathan Hawes from The Voice. The H&M retail staff performed a Halloween-themed choreographed dance before the doors opened and continued cheering and chanting until the ribbon was cut.

The “on brand” opening reflects Cos’ positioning, which prefers to ‘whisper, not shout.’ Once the doors were opened a mass of sales associates were on hand to assist shoppers through the womenswear, menswear and childrenswear collections.

Cos opened its first Australian store in November 2014 at Melbourne’s The Strand shopping centre.

The entrance to the Cos store in Martin Place, 10 minutes before trading commenced.

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