02 April 2012 by

H&M Confirm Their New Chain Of Stores IS Called '& Other Stories'

Updated 04.04.2012 Earlier this week, Grazia Daily was befuddled by reports that H&M's new retail chain will be called '& other stories.' Is it snappy and distinctive enough for a high-end brand that's set to be the new COS, we asked? Well, it's time to get used to it because Mr Håcan Andersson, H&M's press officer, has confirmed the unusual name IS going ahead.

'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,' Andersson told Relaxnews.

What do you make of the name?

The Name of H&M's New Chain? ‘& Other Stories’

COS Spring Summer 2012 campaign

Posted 02.04.2012 It was nothing short of hysteria here at Grazia Towers last week when rumours hit the interweb that H&M are plotting a luxury line. Days later, it was revealed that the Swedish retailer are indeed set to 'broaden its offering', but rather than going super high-end, the new chain of stores will be COS-like, ie: packed with gorgeous and good quality pieces that are affordable. So far, so good. But now the name of said chain has emerged and is is...*drum roll please*... ‘& other stories’.

Eh?

Although the brand has remained tight-lipped, refusing to confirm or deny the name, Swedish news outlet Dagens Nyheter reports that trademarks and logos for '& other stories' were registered by a Swedish firm last year. Ooh. Dagens Nyheter reports that Camilla Emilsson-Falk, Head of Media Relations for H&M, confirmed the details. ‘We see the new chain as a complement to H&M,’ she reportedly said. ‘It will be at a slightly higher price bracket and with a little better quality, but still stay within the framework of our business concept -- fashion and quality at the best price.’

Yippee! we say to high-quality fast-fashion, but we’re not so convinced by the name. ‘& other stories’ doesn’t have quite the same snappy ring to it as ‘H&M’ or ‘COS’, does it? And it's not nearly as distinctive, sounding like a book we'd read aged five rather than a shop we'd like to splash the cash. Here's hoping the speculation is nothing but chatter and those clever Hennes peeps have something far quippier up their sleeves...

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