H&M's expansion in the U.S. continues apace with the opening of its second & Other Stories location, right next door to the new COS concept store.
& Other Stories debuted in SoHo one year ago, and this new flagship on Manhattan's Fifth Avenue spans two levels and is 9,700 sq. ft. The brand operates separately from H&M and is designed to appeal to a slightly different shopper. Like Urban Outfitter's Anthropologie, there's a more bohemian vibe, selection of cosmetics, bath and body products, accessories and fragrance.
Apparel is arranged on rolling racks with cookbook images, much like backstage at a runway show, according to Women's Wear Daily.
H&M operates 25 & Other Stories locations worldwide, having launched the concept two and a half years ago. COS, the company's more upmarket banner, has 133 stores and opened its second and third U.S. locations this year in Costa Mesa, California's South Coast Plaza and Boston.
There are plans for additional & Other Stories and COS stores on both coasts.
"We're going to the West Coast, to the Los Angeles area," a spokesperson told WWD. "We've been flirting with that whole vibe. You could think of a lot of cute little areas in L.A. where this [concept] would work so well." She said more stores in New York could be in the offing.
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