Women’s Wear Daily
04.19.2014
fashion-scoops
fashion-scoops

& Other Stories Makes London Debut

Natasha Khan, Mary Charteris and Portia Freeman were among the revelers that turned out to check out the new retail brand by Hennes & Mauritz.

By
fashion-scoops/news
View Slideshow
& Other Stories London 2013 Natasha Khan

SWEDE SHOP: The first of Hennes & Mauritz’s & Other Stories shops has opened its doors in London, and the new retail brand has a couple of surprises up its silken sleeve. It has forged temporary partnerships, called C-labs, with labels and designers including The Lake & Stars lingerie; Clare Vivier’s bags and accessories; Alyson Fox’s jewelry and fashion designs by Abigail Lorick Im. “We like working with people who we like,” said Anna Teurnell, & Other Stories’ head of design of the C-labs hook-up. “And these labels complement what we have already.”

The beauty department, which has a built-in sink, offers several external brands on offer alongside the & Other Stories bath and body, skin care and makeup. They include This Works, Dr. Bronner’s, L:a Bruket and W3ll People.

London is the first of eight European openings set for spring; the next store will open in Copenhagen on Friday, followed by Stockholm later this month. Whereas the 10,760-square-foot London store has white concrete walls, an industrial-looking metal staircase and the raw, temporary feel of a big sample sale, every store will be different, respecting the original building’s characteristics.

The brand is already garnering praise among industry observers: “& Other Stories will widen H&M’s appeal to consumers in their 30s and 40s — better competing with Zara’s mix of fashion and strong tailoring,” said Kirstin Stocker of Verdict Research.

View Slideshow
load comments

ADD A COMMENT

Sign in using your Facebook or Twitter account, or simply type your comment below as a guest by entering your email and name. Your email address will not be shared. Please note that WWD reserves the right to remove profane, distasteful or otherwise inappropriate language.

Ads by Google

Newsletters
Newsletters

Sign upSign up for WWD and FN newsletters to receive daily headlines, breaking news alerts and weekly industry wrap-ups.

Publications

ArticleFinder

Fashion


Choose By

Clear

How it works

Close

Lorem Ipsum
Dolor sit amet, consectetur adipiscing elit. Vivamus ac nibh et risus lobortis scelerisque tempor nec enim. Etiam facilisis sapien sit amet.

Lorem Ipsum
Dolor sit amet, consectetur adipiscing elit. Vivamus ac nibh et risus lobortis scelerisque tempor nec enim. Etiam facilisis sapien sit amet.

Lorem Ipsum
Dolor sit amet, consectetur adipiscing elit. Vivamus ac nibh et risus lobortis scelerisque tempor nec enim. Etiam facilisis sapien sit amet.

Lorem Ipsum
Dolor sit amet, consectetur adipiscing elit. Vivamus ac nibh et risus lobortis scelerisque tempor nec enim. Etiam facilisis sapien sit amet.

Lorem Ipsum
Dolor sit amet, consectetur adipiscing elit. Vivamus ac nibh et risus lobortis scelerisque tempor nec enim. Etiam facilisis sapien sit amet.


Or