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& Other stories will set up home at Passeig de Gràcia No. 8
H&M has chosen Barcelona as the first city to start off its new chain of accessories for women.
The Swedish giant H&M has been snapping up spots in Europe to launch its new brand & Other Stories. H&M announced the locations where the first European shops will open and one of them is Passeig de Gràcia in Barcelona, which will be the first city in Spain to host an & Other Stories shop.
& Other Stories will open this spring and will set up home at Passeig de Gràcia No. 8, which has previously been occupied by the Catalan fashion firm Mango.
H&M owns a large selection of brands (Cos, Monki, Weekday, and Cheap Monday) as well as more than 2,600 stores in 47 countries.The Swedish giant’s new firm was created to offer today’s women a wide selection of shoes, handbags, jewellery, beauty products, lingerie, and some articles of clothing created in studios in Paris and Stockholm. & Other Stories is not a luxury brand but neither is it a low-cost one. As it was made clear from the get-go, prices will be higher than those at Cos, as the brand will be competing with others such as Sandro and Maje.
& Other Stories plans to open its first stores in the second quarter of 2013. The company will launch a dozen stores in the premium streets of cities like Berlin, Copenhagen, London, Milan, Paris, and Stockholm. Last but not least, H&M remains committed to online sales with & Other Stories and it will launch online stores in a dozen European countries, Spain included.
