It looks like H&M is planning a takeover! The mega-retailer, who recently announced it was bringing its upscale sister brand COS to America, now has plans to open the first United States location of its other popular spinoff label, & Other Stories. The offshoot will open later this year in New York City’s SoHo district and is sure to attract some major foot traffic. The 6,400-square foot store on a prime stretch of real estate (575 Broadway) will carry a full selection of ready-to-wear, shoes, bags and jewelry. With prices slightly higher than H&M and slightly lower than COS, & Other Stories will feature a more curated (read: less overwhelming) selection of items. But also expect some versatility. There will be tailored, polished pieces as well as quirky, bohemian-inspired designs.
Not in NYC? No need to panic. The brand will also launch a US e-commerce site in tandem with the store’s opening. In the meantime, check out & Other Stories designs on stories.com.