London – & Other Stories, the new brand from Swedish retailer H&M, opened its doors today.
The store at 256–258 Regent Street is the first in the UK and focuses on wardrobe building inspired by street style. Other locations are set to open in Milan, Paris, Berlin, Stockholm, Barcelona and Copenhagen.
With an area of 1,000 square metres over two levels, & Other Stories offers an entire lifestyle collection of clothes, shoes, lingerie and accessories. There is also a full beauty department. With its location in the heart of London’s shopping area, the store is designed to be a place where fashion and storytelling come together and where customers can purchase special items that can be kept for ever.
With its new retail brand H&M has tapped into the DIY styling trend inspired by bloggers. For more see our Retail Analysis report.