GRAND DEBUT: & Other Stories From H&M Opens Today In SoHo
October 17, 2014
Shoppers anxious to see H&M's offshoot chain & Other Stories will have to wait no longer. The first U.S. store (pictured above) opens today at noon in the middle of a block of Broadway featuring Prada on one end and American Eagle on the other. For those who aren't able to make it into the store, the chain's e-commerce site also launches in the U.S. this week —a rare concurrent entrée into the retail scene. From what The Shophound can gather, the price range is on the upscale side of the chain store range, roughly equivalent to Club Monaco or J.Crew, and definitely a few steps up from H&M's fast-fashion category. How quickly & Other Stories will expand depends on public response, of course, but keep in mind that the chain made its debut less than two years ago in London, and then swiftly rolled out through Europe within months. We don't know if this is the plan in the U.S., but the quick opening of e-commerce here is a good sign that the chain is looking to gain prominence quickly. Word has it that when the website went live this week it crashed from the huge response, so the interest is definitely out there. At any rate, we will be able to see the whopping 9,400 square foot women's only store starting this afternoon. As for the other highly anticipated sibling store from H&M, COS, news has been quieter. Announced before & Other Stories and expected to be open by now, the even more upscale sibling chain has been taking its time, so maybe we can hope to see it for the Holidays? Spring?
Let's just appreciate what we got for today.
& Other Stories 575 Broadway between Prince & Houston Street, SoHo
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