January 10, 2013

& Other Stories, the new high end H&M brand, in selected European cities starting this spring

H&M, the world’s second largest retailer, is to launch this spring its latest brand, & Other Stories. Barcelona, Berlin, Copenhagen, London, Milan, Paris and Stockholm are the lucky few chosen by the Swedes, while the new line is set to also be available online to shoppers including Belgium, Finland and the Netherlands.

& Other Stories H&M

Under the & Other Stories label, clothing, accessories, and beauty products are to be offered, all covering a wide range of options and catering to corresponding budgets. ‘’It’s our aim to be a one-stop styling destination.’’ says Elke Kieft for Hennes & Mauritz.


H&M already has 94 000 employees and 2 700 stores in 40 countries, the vast majority in Europe, but also in the United States, Canada and Asia – Dubai, Kuwait, Hong Kong, Shanghai, Tokyo, Seoul, Tel Aviv, Bangkok, Kuala Lumpur – and the brand’s potential is yet to be met, as fans around the world are still waiting for a H&M near them.

Yet, it is the business media the one arguing that the new brand in the conglomerate’s portfolio comes to join COS, Monki, Weekday and Cheap Monday in their bid to reach the annual  10-15% stores expansion rate, as well as the challenge posed by Spanish giant Inditex, backed by its brands Massimo Dutti, Bershka, Oysho, Pull and Bear, Stradivarius, Zara, Tempe and Uterqüe.

& Other Stories H&M

H&M has been set up in 1947 by Erling Persson in Västerås, Sweden. It today benefits from the creativity of a 140 strong in house designers’ team as well as from numerous collaborations with reputed fashion houses. H&M has also developed a consistent sustainability dimension to its business.


Photo source: and-other-stories.tumblr.com