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H&M's new fashion brand launches on Regent Street

H&M’s new fashion brand & Other Stories is taking a unit in London’s Regent Street as part of a launch into seven European cities this spring.

The brand, which offers a range of women’s shoes, accessories and ready-to-wear items, will open at 256-258 Regent Street within the next few months.

At the same time, the business is taking units in Barcelona, Berlin, Copenhagen, London, Milan, Paris and Stockholm.

An online store, stories.com, will also launch in Belgium, Denmark, Finland, France, Germany, Italy, The Netherlands, Spain, Sweden and United Kingdom.

Samuel Fernström, head of & Other Stories, said: “All of us at & Other Stories are thrilled to open our first stores in some of the major European cities and we are looking forward to offering our collections to an even broader audience through stories.com.”

& Other Stories’ clothing range is described as “diverse”, with a “wide price range” and a collection that runs from “masculine tailoring to feminine chic”.

The ateliers are based in Paris and Stockholm.

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