& Other Stories
H&M Group · Sweden
& Other Stories is a womenswear brand launched in 2013 by H&M Group, the Swedish fashion retailer. It sells ready-to-wear, shoes, bags, accessories and beauty through a small store network and online, and it is one of the group's brands positioned above the core H&M label.
| Launched | 2013 |
|---|---|
| Owner | H&M Group |
| Headquarters | Stockholm, Sweden |
| Segment | Premium and contemporary |
| Stores | About 60 to 65 (H&M Group) |
| Website | stories.com |
What is & Other Stories?
& Other Stories is a fashion brand owned by H&M Group, the Stockholm-listed retailer that also runs H&M, COS, Weekday and ARKET. It focuses on women and describes itself as a modern brand that "tells expressive stories", with collections designed for everyday living. Unlike the mass-market H&M label, it offers a tightly edited assortment in which beauty and accessories sit alongside clothing.
History
H&M Group launched & Other Stories in 2013, part of a strategy of adding differentiated brands to its portfolio after COS (2007) and the acquisition of the companies behind Weekday and Monki. The launch gave the group a presence in a more design-led, mid-to-upper price bracket without stretching the H&M brand itself. Since then the brand has expanded across Europe and selected markets elsewhere, while keeping a relatively small number of physical stores.
Products and positioning
The range combines womenswear with shoes, bags, accessories and beauty, a mix that sets it apart from most of its sister brands. Prices sit above H&M but well below designer labels, which places the brand in the accessible end of the premium and contemporary segment. Collections are presented as a curated wardrobe rather than a large trend-driven assortment.
Business model and distribution
H&M Group reports that & Other Stories operates around 60 to 65 stores in roughly 15 to 24 store markets, depending on the reporting basis, and sells online in more than 20 markets. The group's brand page also notes that the brand reaches further customers through external platforms, so distribution combines:
- Own stores in major European and international cities.
- Its own e-commerce sites.
- Selected external online platforms that extend its reach beyond its own markets.
Sourcing, logistics and much of the back-office infrastructure are shared with the wider H&M Group, which gives a small brand the scale benefits of one of the world's largest fashion retailers.
Why it matters
& Other Stories shows how a mass-market group can build a multi-brand portfolio that reaches customers who would not normally shop at its core label. For the industry it is a useful case of a retailer-owned brand competing in the contemporary space with a concentrated store footprint, shared group infrastructure and a strong online channel. Its development is also closely tied to H&M Group's wider efforts to sharpen the profile of each of its brands.
Frequently asked questions
Who owns & Other Stories?
& Other Stories is owned by H&M Group, the Swedish fashion retailer listed in Stockholm. The group launched the brand in 2013 and also owns H&M, COS, Weekday and ARKET.
Is & Other Stories more expensive than H&M?
Yes. & Other Stories is positioned above the H&M brand, with a more curated range and higher price points. It remains well below designer labels and sits in the accessible end of the contemporary market.