H&M's little-sister brand is all grown up: & Other Stories launched stateside this week — much to the excitement of many a fashion editor. Last May, H&M Group's COS made the leap across the pond, as well. Which leads us to infer the Swedish retail juggernaut (it has six subsidiaries in total) is making U.S. e-commerce and brick-and-mortars a top priority. We couldn't be more pleased with this news as & Other Stories picked New York City for its first American storefront.
Though not even two years old (the label launched in March 2013), its international popularity has grown rapidly, thanks to the brand's emphasis on not-basic basics. An American branch is not only smart, but a necessary move to harness that momentum. But, we're just excited to finally get our hands on its cool clothes, shoes, accessories, and even an in-house beauty line. The majority of its wares are priced in the contemporary range of $100 to $300, though a peek at the site reveals plenty of under-$100 offerings, too.