& Other Stories, part of the H&M Group, is opening a new store in Covent Garden this Spring.
The Swedish brand already has several other branches in the UK, including three in London on Regent Street, King’s Road, and Oxford Street. The new store will be based at St Martin’s Courtyard and will occupy 500sqm over three floors in the space that previously housed Banana Republic.
The clothing range at & Other Stories is reminiscent of H&M with a more sophisticated feel. Originally started as a beauty brand, the label now includes accessories, shoes, bags, lingerie, and womenswear designed in Paris and Stockholm ateliers.
Managing director Samuel Fernström said about the new branch: “We have a thing for the UK and feel right at home here. The rich history of this area will meet our stories and make a visually intriguing match that we hope our customers will love.”
& Other Stories is already proving to be a popular brand in the UK with its combination of fashion-forward Scandi styles and affordable pricing. If the trend continues, we could see more branches opening across the country in the next few years.