The very first & Other Stories in the Low Countries will be opening in Antwerp. The fancier sister brand of H&M aims to move to the Netherlands, but it is still looking for a fine location to do so.
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)