Stockholm—H&M today revealed more about the upcoming launch of its new “& Other Stories” stores which will feature women’s apparel, accessories and footwear at slightly higher prices and with a little better quality than merchandise offered at its H&M chain.
The company said the first seven stores will open on some of Europe’s most stylish shopping addresses including Regent Street in London, Rue Saint-Honore in Paris and Neue Schonhauser Strasse in Berlin. It will also open stores in Barcelona, Copenhagen, Milan and Stockholm, and launch & Other Stories online offerings in these countries as well as Belgium, Finland and The Netherlands. And in a first for the company, its online sites for the new & Other Stories will go live at the same time.
“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,” Samuel Fernstrom, head of & Other Stories, said in a statement.
The women-only brand will offer a wide swath of shoes, handbags, accessories, fashion and beauty products with prices starting upwards of where H&M’s namesake products ends.
Commenting on the new store, Anne Critchlow, analyst at Societe Generale SA, said the H&M roll out is similar to the tactic the retailer took with its COS brand stores.
“The key difference is that & Other Stories is online from the outset, which in theory brings it to a wider audience,” said Critchlow, an analyst at Societe Generale SA in London, said in an e-mail.
“This diversification into other brands is nothing new for a lot of retailers and H&M is following in the footsteps of Inditex, which has diversified a lot,” said Isabel Cavill, retail analyst at Planet Retail. “They’ve needed to do this for some time because it was over-reliant on the H&M brand. They need to extend their reach to different shopper groups and create buzz and interest.”