Fashion retailer H&M has today confirmed the launch of new stores across Europe which will operate under its new brand & Other Stories with a flagship set to open on London’s Regent Street in the Spring.
Offering a womenswear range including shoes, accessories and beauty products, the brand seeks to showcase more luxurious items though promises to provide a wide price range in order not to alienate existing H&M customers.
A total of seven stores across European cities will open in the coming months, with bricks and mortar units launching in Barcelona, Berlin, Copenhagen, London, Milan, Paris and Stockholm.
At the same time, the brand is also focusing efforts on building a multichannel presence and as such, online store stories.com is set to launch in Belgium, Denmark, Finland, France, Germany, Italy, The Netherlands, Spain, Sweden and Britain.
Samuel Fernström, Head of & Other Stories, welcomed the openings, commenting: “All of us at & Other Stories are thrilled to open our first stores in some of the major European cities and we are looking forward to offering our collections to an even broader audience through stories.com.”