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The International Fashion Retailer H&M Opens First High Concept Outlet

The Swedish fashion giant Hennes & Mauritz, the world’s second largest fashion chain, is now the proud owner of its very own premium label.

On Friday, March 8, the company opened the doors to its new concept store, “& Other Stories.”, located on Regent Street in London. The premium brand is premised on a female shopping attitude influenced by social media and blogging.

The 1,200 square metres store is neither a conventional H&M store, of which there are 2,800 in 43 countries, nor one of its more grown-up design-led fashion stores, called COS, which launched in the UK in 2007.

Unlike most mid-priced retailers, & Other Stories, including items as beauty products, makeup, shoes, bags, jewellery and clothing, are not inspired by catwalk trends or marketed as "must have" pieces.

The concept for the brand and its website www.stories.com, which was launched at midnight, on March 15, came from the notion of women creating their own look inspired by multiple, often personal sources, such as eBay, their parents or grandparents wardrobes, thrift stores and fashion brands.

The company is set to open a Copenhagen location, with plans to expand into Berlin, Paris, Barcelona and Milan.  There is no word yet as to if or when they plan to venture into the U.S market.