& Other Stories plans New York store opening
Following an exciting launch across Europe last year, H&M has decided to send its newest brand, & Other Stories, to market in the United States. A first U.S. store for the label is planned to for 575 Broadway, in the city’s popular Soho district.
The label’s online store - which sells ready-to-wear, accessories and beauty items – is also expected to open up to the U.S. market around at the same time, allowing customers across the country to shop the Swedish export’s goods.
The store will measure around 600m² and will be located in the same building as a Prada store. The boutique will boast two entrances, allowing shoppers to also access the store via Mercer Street.
& Other Stories, H&M’s more fashion-conscious sibling, plans to open 20 stores over the course of 2014. Launched in March 2013, the brand currently has stores in London, Paris, Milan, Copenhagen, Stockholm and Barcelona, with its European e-commerce site currently serving 12 countries.
COS, another brand in the H&M portfolio, also recently announced plans to open in New York. A first for the brand, COS will open a store in Soho, as well an online counterpart, later in the spring.
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