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H&M's & Other Stories Heads To SoHo

2014_03_&-other-stories-soho-nyc
So many shoppers are disappointed that the first U.S. COS store has been pushed to the Fall, but the consolation prize is that H&M's other offshoot chain & Other Stories will be joining it in SoHo. New s broke to breathless fashion blogs today that though the fledgling chain is barely a year old, it has been deemed ready for a stateside launch. Already available in 10 European countries, & Other Stories will also be offering e-commerce to the U.S. along with the retail rollout. Where does this latest chain fit in with the hierarchy? Pricewise, it falls somewhere between the mothership and COS, so comparable to Madewell? Like J.Crew's offshoot, this one is for women only at this point, and will open its doors right next to Prada in 6,400 square feet at 575 Broadway according to the poromo image above. Stylewise, it has been compared to Acne Studios and Opening Ceremony's house brand, so we can expect a bit more of the quirky sportswear style that Stockholm has become famous for. Editors and international bloggers have been raving about the chain for the past year, so there will be plenty of excited potential customers by the time opening day rolls around. What with the massive Herald Center takeover, upcoming Fifth Avenue brand palace and these new launches set for later in the year, H&M is taking over Manhattan, and we haven't even heard about its big Fall designer collaboration —yet.

BREAKING: H&M's & Other Stories Brand Is Opening in NYC (Racked)

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