Swedish H&M is currently developing a new brand, which may be revealed in 2017. The new brand would join the likes of COS and & Other Stories, CEO Karl-Johan Persson revealed in an interview.
"Something completely different"
Persson said the new brand will be something completely different, although the company still has to decide on a final formula.
H&M's most recent brand launch was & Other Stories, launched in 2013 in London. Despite a new possible brand, H&M will continue to support on & Other Stories and COS. The parent brand, H&M itself, will even have to give its two subsidiary brands the spotlight this year. The Swedes have some other, more obscure, subsidiary brands as well: Monki focuses on young women, while Cheap Monday is an edgy jeans label. With all these brands, H&M attempts to appeal to different target audiences and to sell clothes in different price ranges.