No match at the moment, not even a name. I firstly thought as COS is a sub-brand of H&M, it could have been http://Ampersand (sample here). HM Ampersand is very close to http://Du Nord designed by Jonas Hecksher. Reminds me a bit of Graphik too. My guess would be (a very common usage with Scandinavian companies/designs), they may have commissioned a Northern Europe foundry/design firm like Playtype, A2-Type, Monokrom, Schick Toikka or maybe Swiss (Lineto, Optimo, Grilli Type, Milieu Grotesque...) but I'm surely missing a lot.
Found also 2 more ones, somehow similar: New Rail Alphabet and Regular both designed by A2-Type (their designers have also worked for Playtype).

I wasn't aware of a few fonts/foundries in your reply so thanks Ryuk!

After some research I found what I was looking for: Colophon Relative Book.
I wasn't expecting such a well cut sans from them and I didn't think of checking on their website...

After some research I found what I was looking for: Colophon Relative Book.
I wasn't expecting such a well cut sans from them and I didn't think of checking on their website...

Shame... Colophon... I even checked their website but only 'Aperçu' with the assumption it couldn't have been one of their typefaces as they almost all look a bit odd/quirky/hipster-ish (like Radim Pesko's) and your sample was not.
My 2 cent now. I'm obsessed by typefaces but this one not. To me (but doesn't want to sound blase), it's "just" another re-interpretation of Helvetica (like Ampersand). Earmarks have been erased (/R leg, /a counter...) and faux-monospace treatment has been applied. For the rest, Graphik looks far better to my eyes.