H&M To Launch New Brand

Swedish fashion retailer H&M has planned to launch another brand, coming off the longtime success of it’s stores worldwide. Word is that H&M have registered the new chain store as ‘& Other Stories.’ H&M has always garnered attention for it’s successful designer collaborations, as well as celebrity endorsements throughout it’s duration. 

Along with a variety of designer collaborations such as Versace and Jimmy Choo for H&M, the new chain will be released to compliment the retailers successes. ‘& Other Stories’ will act as a luxury brand, a far cry away from it’s minimalist sister store, COS. Garments and accessories will be made at a slighter higher price, but will be made from quality materials. Now 2threads is just waiting for it to hit Australian shores!

The chain store has been planned to launch next year in Europe.