design:retail | H&M to Launch ‘& Other Stories’ Brand in Europe

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H&M to Launch ‘& Other Stories’ Brand in Europe
January 09, 2013

Stockholm-based H&M Hennes & Mauritz AB (H&M) will debut its new fashion brand, called “& Other Stories,” with 10 stores slated to open across Europe. The new stores, expected to open in spring 2013, will be located in seven cities: Barcelona, Spain; Berlin; Copenhagen, Denmark; London; Milan; Paris; and Stockholm. An online store also will launch on in Belgium, Denmark, Finland, France, Germany, Italy, The Netherlands, Spain, Sweden and the United Kingdom. The brand offering will include a wide range of women’s shoes, bags, accessories, beauty and ready-to-wear fashion.