Home / Knowledge / News / Apparel/Garments / H&M launches '& Other Stories' first outlet
H&M launches '& Other Stories' first outlet
Mar '13
"It’s been a very special night for us, and it feels fantastic to see our stores come to life – both here in London and online and finally get to meet our customers", says Samuel Fernström, Head of & Other Stories.

The idea for the online shop and stores are closely linked together with the same imagery, activities and products giving a similar feeling and connecting them. Both stories.com and the 1000 square meter two-level store on Regent Street invites everyone to tell their own story with bags, accessories, ready-to-wear as well as tons of shoes and beauty products.

Everything is designed in & Other Stories’ creative ateliers in Paris and Stockholm with great attention to detail and quality at an affordable price. Stories.com launches on March 8th and will provide delivery to Belgium, Denmark, Finland, France, Germany, Italy, The Netherlands, Spain, Sweden and the UK.

& Other Stories’ friends Natasha Khan, Julia Sarr-Jamois and Mary Charteris wore their favourite pieces from the collections showing some of the much-talked about diversity with their own personal way of styling.

“It’s delightful to see so many great personalities putting together their own looks with our pieces. Their interpretations really inspire me”, says Anna Teurnell, Head of Design, & Other Stories.

Co-Labs & External Brands

Along with the launch & Other Stories also introduced their Co-Labs - temporary collaborations with creative friends. Working with a mix of both new and more established talents adds to the diversity and becomes a surprising element for the customers.

This spring’s Co-lab designers – The Lake and Stars, Clare Vivier, Abigail Lorick Im and Alyson Fox - represent different aesthetics and styles featured in small capsule collections.

& Other Stories’ beauty selection also includes hand-picked pieces from external brands. The Balm, Wash with Joe, This Works, Stop the Water While Using Me, W3ll People, Dr Bronner, Eyeko, Erborian and L: a Bruket are the beauty brands that will add to the diversity.

Moreover, a selected assortment of Nike sneakers is also included amongst the external brands available at the store and online. Iconic styles and decades of expertise make them a great complement when offering the total look and a much needed element in every woman’s wardrobe.

The Co-Lab collections and hand-picked selections of external brands are available both in stores.


Must ReadView All

Courtesy: Li & Fung

Textiles | On 29th Mar 2017

Li & Fung introduces new 3-year plan 2017-2019

Li & Fung Limited has outlined its next Three-Year Plan (2017-2019)...

Courtesy: Carrington

Apparel/Garments | On 29th Mar 2017

Carrington Workwear signs JV with TMG Textiles

Carrington Workwear, one of the largest producers of workwear fabrics ...

Apparel/Garments | On 29th Mar 2017

Jabong launches Aeropostale on its platform

Jabong has added leading American high-street fashionwear brand,...

Interviews View All

Deepak Jain

We are using Facebook and Instagram to promote ourselves

Varinder Singh Jawanda
Trendy Bharat

Sizing and fitting issues are inherent problems for companies expanding...

Stefan Warnaar
Peak to Plateau

People are willing to pay for quality and performance

Marcel Alberts

Coating at a fibre level is a practice not usually seen in the...

Kerem Durdag
Biovation II LLC

Kerem Durdag, CEO, Biovation II LLC, provides an insight into future...

Kevin Nelson

Kevin Nelson, Chief Scientific Officer, TissueGen discusses the growing...

Prathyusha Garimella
Prathyusha Garimella

Hyderabad-based designer <b>Prathyusha Garimella</b> is known for blending ...

Pranav Mishra

Designers Pranav Mishra and Shyma Shetty’s Huemn is known for its...

Mike Hoffman
Gildan Activewear SRL

Gildan Activewear, a manufacturer and marketer of branded clothing and...

Press Release

Press Release

Letter to Editor

Letter to Editor

RSS Feed

RSS Feed

Submit your press release on


Letter To Editor

(Max. 8000 char.)

Search Companies

March 2017

March 2017

Subscribe today and get the latest update on Textiles, Fashion, Apparel and so on.


Browse Our Archives


Subscribe today and get the latest News update in your mail box.
Advanced Search