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& Other Stories to open first store in New York

By FashionUnited

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H&M's sister label, & Other Stories, has announced the opening of its first US

store, which is set to open end of this year in the heart of New York City.

Located at 575 Broadway adjacent to the Prada store, the 600 square meter store will offer clothes, shoes, lingerie, bags, accessories, beauty and skin-care, to help its customers create perfect head to toe look.

"We have been dreaming of opening a store in New York ever since we introduced & Other Stories in 2013," said Samuel Fernstrom, Chief Executive Officer of & Other Stories.

"It is fantastic that our wish is coming true so quickly after the European launch, thanks to the find of this amazing location in Soho. I look forward to meeting our customers in the US and to share our stories with them, both in-store as well as through stories.com."

Anna Teurnell, head of design at & Other Stories, explains the idea behind the store: "Our diversity is in part due to the fact that we have design studios in both Paris and Stockholm. But our idea is to build our collections around four different themes has been a big influence. For example, we cover everything from laser-cut, innovative items to quirky bohemian-inspired styles and flattering feminine looks to more rugged, relaxed and casual looks."

"We spoke to women about their individuality and wanted to inspire and stimulate them, rather than tell them what to wear. With personal style it's all about the versatility and the courage to tell your own story. To us, our customers are timeless and ageless: a woman who wears what she feels good in suits her," said Sara Hilden Bengtsson, creative director at & Other Stories.

The single leveled store will have another entrance on 146 Mercer street, so customers will be able to access the store through two doors. & Other Stories is set to open stores in Belgium and The Netherlands later this year.

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