& Other Stories

& Other Stories is a womenswear and lifestyle brand launched by the Swedish H&M Group in 2013. Its assortment generally includes clothing, footwear, bags, jewellery and beauty products. Compared with H&M's more mass-market and rapid-turnover positioning, & Other Stories places greater emphasis on design, materials, styling and a broader brand experience. The name reflects an approach in which clothing, accessories and beauty products are combined to express different personal style narratives. The brand's creative direction has been associated with the aesthetic influences of cities including Stockholm, Paris and Los Angeles. It sells through its own e-commerce operations and physical stores in multiple markets, although the exact market footprint may change over time. & Other Stories is not separately listed; its business is part of the H&M Group.

& Other Stories was launched by the H&M Group in 2013 as a womenswear and lifestyle brand distinct from the group's other fashion concepts. From the beginning, it was designed to offer more than basic apparel, combining womenswear with footwear, bags, jewellery, accessories and beauty products within one retail proposition. Its creative identity draws on the style influences of cities such as Stockholm, Paris and Los Angeles, giving the brand a multi-city perspective. The brand subsequently expanded its international presence through physical stores and online channels while continuing to develop its core womenswear, accessories and beauty categories. Within the H&M Group portfolio, & Other Stories occupies a more design-led and lifestyle-oriented position. Because it is not a separately listed company, detailed standalone financial, sales and operating-history disclosures are limited; public information is primarily provided through brand and group-level materials.

1. 2013
   Source

• Womenswearapparel2013

  The brand's core category, covering everyday clothing, outerwear, knitwear, dresses, tops and bottoms, with an emphasis on coordinated collections and a distinct design direction.

• Footwear and bagsaccessories2013

  Footwear and bags complement the womenswear collections and support everyday dressing and styling, forming an important part of the brand's complete wardrobe proposition.

• Jewellery and fashion accessoriesaccessories2013

  Jewellery, scarves, belts and other styling accessories reinforce the outfit-led nature of the apparel collections and provide standalone fashion purchases.

• Beautybeauty2013

  Beauty products form part of the brand's lifestyle proposition and are presented alongside clothing and accessories as part of an overall personal-style experience.

1. & Other Stories official website