& Other Stories opens first store and launches e-commerce site

By

Anaïs Lerévérend

Published
Mar 10, 2013

& Other Stories is live. The new women's wear brand from H&M has just opened its first store in London, with the remaining six European boutiques are due to open in the coming weeks. The 1000 square metre location on Regent Street has two levels and carries the brand's up-market and more design-forward ready-to-wear, accessories and lingerie collections.

The merchandise is the main feature in the functional, minimalist and mostly white store. The collections and the merchandising are strongly influenced by the blogging universe, reflected by the 'street style' type photography hanging on walls.

While we wait for the Paris, Milan, Barcelona, Berlin, Copenhagen and Stockholm stores to open, those curious as to what & Other Stories has to offer can now check out the brand's e-store which officially opened to the public on 8 March.