& Other Stories to expand to Benelux

Found: prime location in Antwerp

Swedish clothing chain & Other Stories will be opening its first Belgian store in spring of next year in Antwerp. & Other Stories
had opened its first of currently 8 worldwide stores in March this year, but up
until spring next year, Belgian fans of this ‘better’ Swedish brand have to content
themselves with web shop stories.com.

In a tweet & Other Stories confirmed that “the Netherlands is on our wish list. So fingers crossed we’ll find
a good location there soon!” The store not only sells clothes, but also
lingerie, hand bags, accessories and beauty products. Its price range is
slightly above that of H&M.

H&M “mimicks Inditex”

& Other Stories’ expansion fits
H&M’s new growth strategy, mimicking competitor Inditex’s strategy of
focusing on several, strongly segmented brands. “H&M is getting ready for a
renewed invasion of Europe”, RetailDetail’s Jorg Snoeck stated. He also
remarked that the Swedish fashion group is building a cluster of stores in
Berlin, near the well-known Alexanderplatz.

“Adding to & Other Stories, COS,
Weekday, Monki and Cheap Monday are also strong, perfectly placed brands on
the rise. H&M is in the process of reinvention, something the sector will
definitely notice”, he concluded.

(Translated by Gary Peeters)