H&M new chain name confirmed as "& other stories"

Relaxnews

While H&M's new retail chain launch remains shrouded in secrecy, the Swedish retailer did confirm April 3 that the upcoming store will have the name "& other stories."

The high street brand announced last week that it will launch a new store chain in 2013, although at the time declined to divulge the shop's name.

Rumors since emerged that the store would be called "& other stories", a detail which H&M press officer H├ącan Andersson confirmed to Relaxnews. However, the brand is keeping tight-lipped regarding further details of the launch.

"It is correct that H&M will launch a new chain in 2013 called & other stories, but this is all the available information we have as of today," explained Andersson.

The Swedish retailer already owns higher price point high street label COS, and is well known for its limited edition team-ups with big name designers -- most recently Marni.

In its latest three-month report, H&M hinted that its new project would be in a similar vein to COS, which currently has stores in European destinations such as France, the UK and Denmark.

"[T]he new chain of stores will be independent and complement the other offerings from the Group..." said H&M chief executive officer Karl-Johan Persson.

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