The latest brand from the H&M stable has landed - metaphorically and physically between its core business and Cos.
A little down from the newly revamped H&M flagship at Oxford Circus and a little up from Cos on Regents Street lies & Other Stories, the latest brand from the retail giant also sits neatly in between the two when it comes to market position.
The Drapers team popped down last night to the launch event to see what it was all about – with interior sections inspired by Stockholm, New York, Paris and Berlin (‘tale of four cities’ – geddit?) the vibe was distinctly international.
The collection looked like it had been designed by crowd-sourcing Tumblr, but in a good way, and was packed full of cool, minimal clothes (including lingerie) to tickle the tastebuds of those shoppers who want a little more quality than H&M but aren’t quite ready for the grown-up aesthetic and grown-up prices of Cos.
The leather goods are the stand-out styles, with keenly-priced envelope clutches, back-packs and totes made from decent hides for the cost while the shoes look modern with styles ranging from fun sandal flatforms to clean structural heels.
All in all a strong debut – the trick now will be making sure & Other Stories is complementary, not just supplementary, to the H&M group.