& Other Stories, one of H&M's newer, upscale concepts, will open its first store in the United States in fall 2014 at 575 Broadway in New York.
& Other Stories was first launched in March 2013 and is currently located in 12 European countries. The soon-to-come store will feature a wide range of merchandise including trendy apparel, bags, shoes, beauty products, accessories, jewelry and lingerie. Sorry, gentleman — the store provides modish women’s attire only.
This 6,400-square-foot store will have a second entrance from 146 Mercer Street. & Other Stories is all about women creating their personal style and story, according to the brand.
"A big part of our diversity comes from having ateliers in both Paris and Stockholm, but also from the idea of building our collections around four different directions that includes everything from tailored innovative pieces and quirky bohemian-inspired styles to flattering feminine silhouettes and rougher elements for that effortless look. The directions may change and evolve as we grow but always ensure styling choices," Anna Teurnell, head of design for & Other Stories, said.
“For us, our customer is ageless and someone who wears things that she feels are right for her,” Creative Director Sara Bengtsson added.
The company aims to design lasting wardrobe treasures within a wide price range. ForU.S. customers who can’t make it to the New York store, check out the collection online at www.stories.com.