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& Other Stories announce London opening date

By FashionUnited

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H&M’s new fashion brand, & Other Stories, has announced

via its Facebook page that it will open its first UK store on March 8.

Located at 256-258 Regent Street, the new fashion retailer will be housed in a 1,000 square metre store that is divided into two levels, and will have entrances on both Regent Street and Argyll Street.

The store will carry the entire debut spring 2013 collection of clothes, shoes and accessories, most of which will be unseen until the launch day, and there will be dedicated shoe and beauty departments. The brand’s online store stories.com will also launch on the same day, March 8.

"We're very excited to open our first store in the heart of London," said & Other Stories boss Samuel Fernström. "Regent Street is synonymous with fashion and a perfect place to start sharing our stories."

In addition to the UK flagship store, the new brand from the company behind H&M and COS, will also open in other European cities including Berlin, Stockholm and Paris.
H&M
OTHER STORIES