Business Insider/Jessica Tyler Though H&M's business has been struggling, other H&M group brands have been doing well, according to the company's CEO, Karl-Johan Persson. Cos, which launched in 2007, is focused on timeless, minimalist designs sold in a modern setting. Its success is helping to make up for H&M's disappointing 2017. Its strategy differs from its sister brand H&M, which tries to follow trends and sells an abundance of styles in stores. We went to a Downtown Manhattan Cos store to see what shopping there was like. H&M may be struggling, but its more high-end sister brand, Cos, is thriving, according to the company.