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London First to Get & Other Stories

An opening party is scheduled for Thursday Mar. 7, with the public opening and online shop going live the next day.

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LONDON FIRST FOR & OTHER STORIES: Of the eight & Other Stories stores expected to open this spring, the London branch will be the first to open its doors to business.

When WWD met with Samuel Fernström, the head of the brand, in London in January, the location of the first shop to open was still being debated and it was suggested that Paris, where the brand’s atelier and most of its design team are located, would be the obvious choice for the debut of the newest addition to Hennes & Mauritz’s stable of brands.

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However, invitations landed on desks this week for an opening party scheduled for Thursday Mar. 7, with the public opening and online shop going live the next day. Further openings will follow in Copenhagen, Milan, Barcelona, Stockholm, two in Berlin and, of course, Paris.