Retail Detail. H&M Confirms New “High End” Chain

Fountain of 30

April 4, 2012 • Fashion Blog, Retail Detail, Shopping

You’d think the whirlwind of recent designer collaborations would have put enough on H&M’s plate. But not so, since the famed Swedish retailer announced yesterday that  it will launch a whole new store chain in 2013.

So far the only information released on the new venture is that the store is rumored to be called “& other stories”, a detail which H&M press officer Håcan Andersson confirmed to Relaxnews. “It is correct that H&M will launch a new chain in 2013 called & other stories, but this is all the available information we have as of today,” explained Andersson.

Without confirmation, media reports are already swirling that the new store will be in the same vein as the higher priced point European retailer COS, which H&M also owns. COS currently has stores in only France, Denmark and the UK so perhaps the creative heads at H&M thought that the States needed a bit of a luxury boost.

“[T]he new chain of stores will be independent and complement the other offerings from the Group…” said H&M chief executive officer Karl-Johan Persson. So is it true? Will H&M’s reputation go from high street to high end? We’ll just have to wait and see!


-Alia Rajput

Article Source: RelaxNews, Yahoo

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