Introducing “& Other Stories”

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Introducing “& Other Stories”

Today sees the first “& Other Stories” womenswear store opening in its mother country Sweden! So I took the opportunity and went to see the new “& Other Stories” store in London’s busy Regents Street to get a good look at the brand everyone has been talking about lately. That store opened last week into the former Mama’s & Papas unit.

Let me give you an impression of what this hip new store of the Swedish brand looks like and what they sell. They have everything from underwear to shoes, handbags, jewellery and cosmetics – the range of products is wide! The most prominent colours in the fashionable two-storey shop are black and white. Everything has a raw and unfinished, yet stylish touch about it. You see a lot of steel and bolts and the clothes are presented on white mannequins, metal racks and wooden tables.

The furniture in the store reminded me a bit of the furniture I had in my first student’s flat – pretty simple!  Although in those days I wouldn’t have been able to afford one of their stylish leather jackets that go for about £200. The prices definitely set the store apart from the well-known H&M stores.The quality of the clothes is very good, though, so you are sure to get value for money.  We have seen during the downturn that it has been the low and high–end luxury brands/retailers that has been doing better then the mid range ones. I’m therefore sure that & other stories will be doing really well reaching out to anew target group than the traditional H&M shopper.

Eva Pisarek, Research Analyst Intern

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