H&M’s & Other Stories to open boutiques in seven European countries

& Other Stories, the latest project from the H&M group, will open brand new locations in Barcelona, Berlin, Copenhagen, London, Milan, Paris and Stockholm this spring. Alongside this physical launch, an online store called stories.com will serve customers in Belgium, Denmark, Finland, France, Germany, Italy, The Netherlands, Spain, Sweden and United Kingdom.

“All of us at & Other Stories are thrilled to open our first stores in some of the major European cities and we are looking forward to offering our collections to an even broader audience through stories.com,” said Samuel Fernström, head of & Other Stories.

The brand is focusing on womenswear for now, and will offer a range of shoes, bags, accessories, beauty and ready-to-wear. Both price range and styles are wide-ranging with masculine tailoring and more feminine chic on offfer, all designed in the labels ateliers in Paris and Stockholm. 

Founded in Sweden in 1947, H&M has grown into one of the world’s largest fashion groups. The company has previously diversified with its higher-priced COS stores as well as the Weekday, Cheap Monday and Monki offshoot brands.

& Other Stories has also launched a dedicated Youtube, twitter and Facebook pages, as well as a tumblr.