Just in: H&M’s New Luxury Brand & Other Stories will launch 7 stores in Europe

H&M & Other Stories launch, & Other Stories photos

H&M’s & Other Stories Announces Store Locations

As reported this fall H&M is launching a new fashion brand & Other Stories this spring to bring a new luxury clothing and accessory retail chain into the market. I’m super excited about this as I like the H&M’s look but not their clothing quality, and often find items I like, but don’t purchase due the quality of the materials. While H&M’s designer collaborations have been exciting, I am more excited about & Other Stories, the concept sounds very appealing. Expect to see women’s ready-to-wear, shoes, bags, accessories and beauty products. H&M just announced the seven cities where the chain will open this spring: Barcelona, Berlin, Copenhagen, London, Milan, Paris and Stockholm to mark its first collections. The stores will be located in the luxurious shopping areas such as Regent Street in London, Rue Saint-Honoré in Paris and Corso Vittorio Emanuele in Milan, H&M has said & Other Stories will be priced below its premium COS brand. If you don’t live in any of the cities mentioned you still might be lucky to order the & Other Stories products online. An online store, stories.com, will launch in Belgium, Denmark, Finland, France, Germany, Italy, the Netherlands, Spain, Sweden and the United Kingdom. I’m sorry my American friends, this time you just have to wait. Now you know how we here in Europe feel when we have to wait all of the movie premiers and TV shows to cross the pond. As far it comes to me? I’ll be in the Stockholm store opening as soon as the doors open.

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