H&M is looking into new store concepts and may introduce an all-new brand that’s nothing like its flagship label.
The upcoming concept could be launched in 2017 and “will be completely different from H&M,” Chief Executive Officer Karl-Johan Persson said in an interview. It won’t be similar to H&M’s sister brands, either, he said.
H&M already boasts a hefty stable of lesser-known, complementary brands. COS is H&M’s slightly more expensive, minimalistic counterpart beloved by fashion editors. & Other Stories started as a beauty shop before expanding into clothes, shoes, and bags. Monki aims to attract young women with eclectic tastes. Weekday fancies itself a purveyor of modern Scandinavian style. And Cheap Monday is an edgy fashion label with roots in denim. They exist to allow H&M to “offer a variety of different styles and trends at different price points,” according to Persson.
The last time H&M launched a new type of store was in 2013, when & Other Stories opened its debut shop filled with maxi dresses, high heels, and satchels on London’s Regent Street. & Other Stories now boasts more than 20 stores in 10 countries and has featured collaborations with such designers as Clare Vivier, Vika Gazinskaya, and Sadie Williams.
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