Luxury story – H&M to launch own luxury label chain

H&M’s luxury label chain will be launched in 2013 under the name ‘& Other Stories’ (Tx Amy). The independent new chain of stores will complement the group’s other offerings.

The brand has dabbled in the luxury market before, teaming up with labels including Lanvin, Versace and Marni, as well as launching its sustainable red carpet range, the Exclusive Glamour Conscious Collection.

Could this be the beginning of more retailers launching their own brands?

As seems to be the way with the story of H&M‘s new luxury label launch, another rumour has been proved to be accurate, after press officer Håcan Andersson confirmed to French news agency Relaxnewsthat the brand will indeed be named “& Other Stories”.

“It is correct that H&M will launch a new chain in 2013 called & other stories, but this is all the available information we have as of today,” Andersson said to Vogue UK.