Swedish retailer H&M (Hennes & Mauritz AB) announced plans to launch a new chain of luxury stores & other stories, which will sell goods for wealthy consumers. The first retail outlets will start operating in the spring of this year.
New brand required H&M in order to maintain a high level of continuous increase in the number of stores (10-15% annually). By the way, today the retailer already has 2776 of them around the world.
It is assumed that initially & Other Stories will appear exclusively in Western Europe. But most likely, if the new network turns out to be successful (and it is supposed to have every chance for this), then it will be expanded around the world.
Today H&M also owns brands COS, Monki и Cheap Monday.