H&M to Launch Upscale “Other Stories”, er Stores, in 2013

Since the announcement of the H&M red carpet inspired “glamour” collection rumors have been swirling that H&M would be dipping it’s toes into the luxury retail pond.  Price has long been the key differentiator for H&M Fashions so why go marking things up now after years of being established as a low price leader?  Maybe H&M wants a piece of that high-end Louis Vuitton/Hermes market, which seems to be surviving quite well despite the global recession.  After all, even in the great depression there were wealthy women going to Paris to buy their fashions.

According to the Huffington Post, Dagens Nyheter reports that trademarks and logos for “& other stories” were registered by a Swedish firm last year.  Yesterday, H&M spokesperson H&M press officer Håcan Andersson  confirmed that the legal planning is to prepare for the launch of the new venture.  “It is correct that H&M will launch a new chain in 2013 called & other stories, but this is all the available information we have as of today,” explained Andersson. Seems like the new stories will be designed to attract new buyers, like the ladies on Shahs of Sunset who look down on H&M budget wear and think only a high-end designer label scream class.  I’ll be anxious to see what the new H&M products looks like.