With H&M, COS, Monki, Cheap Monday, and Weekday under its wing already, Swedish retailer Hennes & Mauritz AB is looking to keep going up and up with subbrands; the latest of which is & Other Stories — a development serious high-street shoppers should be very excited about.
Those who've been lucky enough to shop at H&M's other higher-end store, COS, will be glad to know that & Other Stories will have a wider range of merchandise, including women's ready-to-wear, shoes, bags, accessories, and beauty products (but the price points will be similar, capping off at $320 for a leather jacket). As far as aesthetics, the brand will probably have that masculine/feminine vibe all great French and Swedish women seem to be born with, as its creative department is based in Paris and Stockholm and is led by head of design Anna Teurnell.
& Other Stories will open its first seven stores in London, Barcelona, Berlin, Copenhagen, Milan, Paris, and Stockholm, as well as online shopping for those in Belgium, Denmark, Finland, France, Germany, Italy, the Netherlands, Spain, Sweden, and the U.K. (sorry, fellow Americans — we'll have to wait our turn). (WWD)