The H & M brand has opened & Other Stories, a separate division of the clothing label. The breakout line features both apparel and beauty products, enabling H & M to expand beyond the purview of fashion only.
London's Regent Street is now home to & Other Stories' flagship store. As the powerful company stands behind the new location, it will attract a great deal of attention, if not for H & M's history, then for the assortment of merchandise.
Paired with lip balms, body washes and cleansing gels is a sprawling collection of dainty clothes. This dainty element comes through the black leather strap sandals, heart-shaped flats, all-white leather jackets and light blue skinny jeans.
Spin Off Retailers
The & Other Stories Clothiers Come of H & M
Trend Themes
1. Split-brand Strategies - H&M's creation of & Other Stories as a separate division demonstrates the trend of split-brand strategies to attract diverse markets.
2. Beauty and Apparel Fusion - & Other Stories' line of beauty products and clothing is an example of the fusion of beauty and apparel industries to create a unique shopping experience.
3. Flagship Store Revamp - & Other Stories' opening of its flagship store on Regent Street is indicative of a trend towards revamping flagships as standalone destinations rather than just locations for brand exposure.
Industry Implications
1. Fashion Retail - The creation of & Other Stories as a separate division shows an opportunity for disruptive innovation in fashion retail by expanding product offerings to encompass beauty products.
2. Beauty Retail - & Other Stories' fusion of clothing and beauty products demonstrates an opportunity for disruptive innovation in the beauty industry by merging with apparel retail.
3. Commercial Real Estate - The trend of revamping flagship stores suggests an opportunity for disruptive innovation in commercial real estate by creating enhanced store layout and user experience for flagship stores.