The only high-street brand to feature on the Lyst index 2025 alongside luxury brands, COS comes to India this October. In an exclusive chat with Robb Report India, Daniel Herrmann, global CEO of COS, shares the luxury retail trends, what India means for the brand, and more.
What is your first impression of luxury retail in Delhi?
Daniel Herrmann: I always try to stay open when I visit such places until I am on a plane back home, and that’s when I start reflecting. What’s most striking to me [in India] is the craftsmanship, the attention to detail and fabrics, [and that’s] a really good reminder of how much craft is there in the world. And how much we, as a brand, can learn by coming here. India can make COS better with all these things. It gave me an idea about how diverse everything is--just to understand what it means to expand here [in India] is very exciting.
COS is the only bridge-to-luxury brand featured alongside luxury brands like Loewe, Miu Miu, Prada etc on the Lyst index 2025. How does the brand cater to the luxury shopper?
DM: For us, that’s the consequence of hard work. We really never chase moments like that, and for us, building precision is important; to stay true and be authentic to who COS is, and trying not to be very opportunistic. We are working with a very unified vision at this point in time, and that helps. To build something that feels cohesive, that’s when we show up in terms of collection, marketing, and experience-- we have the same standards around the world, and that is really important to us. Our focus is always on value.
India is spending, but we are equally value-conscious as a market; what’s your take on the global Indian customer?
DM: You can expect us to be very attentive to doing business here. We curate part of our global assortment, and we will do that for the Indian market too. Finding what the appetite is for different types of assortments is based on weather and everything else, taking into consideration. Of course, from a business perspective, coming to India is exciting, but also from a creative point of view, because COS has always been about craftsmanship, learning, and exploring. We have so much to learn from India in that way and to develop partnerships and collaborations [here].
Do you have any plans for collaborations with Indian designers?
DM: Not at this point, as we are focused on execution. So, coming here and delivering COS in a way that we feel proud of, and learning about India, is going to be the first step. Just seeing a lot of great Indian brands, techniques and fabrics, and art and craft--you start getting inspired by the day. That’s how it should be--authentic. We want to stay attentive and curious which leads to exciting things.
Do you think value is a key factor in luxury shopping?
DM: Yes, I think so. I think true value always overpowers short-term gains. Delivering real value to someone will live for the customer for a long time. And that is when the loyal customers come back.
What does value mean from your POV?
DM: Refined, relevant, and considerate are our core values. Paying attention to quality is equally important.
How important are runway shows for a brand like COS?
DM: We are doing shows because it is a good way for us to showcase the values of the brand. We try to centre our storytelling around three different areas, one of them is relevant fashion movements, and the others being craftsmanship and innovation. We try to connect them to modern culture and other global cities.
There is a conversation about how trends are fading in fashion because people want to invest in pieces that withstand time. What is your take?
DM: I don’t think trends will go. As a brand, it is important to be authentic with who you are. We are always listening to trends to decide which one of them is really relevant and which actually makes sense for our consumers.
What do you think will be the role of AI for a brand like yours?
DM: There is a lot of opportunity to use AI for inspiration and trend reporting. We try to just stay curious at the moment and to understand how it can help our business. We do work with AI in different parts of the business. AI can help us in the journey to become better.
What does luxury really mean to you?
DM: Luxury for me is a 360-degree experience. Where you feel someone is attentive to every little detail, both in the product and store experience. You just feel [someone] has taken care of all the details.
What is the USP of COS in India?
DM: It will be centred around value and our integrity in high-value materials. We will deliver products that live in Indian wardrobes for a really long time.
How do you unwind?
DM: I have three kids. And when I need to disconnect, it is usually family time—it’s the absolute best.
