& Other Stories Sets London Store Opening Date

H&M has set a date for its & Other Stories London shop opening - 12pm on Friday March 8. The store will be housed at 256-258 Regent Street in a listed building with a second entrance on Argyll Street.

"We're very excited to open our first store in the heart of London," said & Other Stories boss Samuel Fernström. "Regent Street is synonymous with fashion and a perfect place to start sharing our stories."

The two-floor space will house accessories, jewellery and ready-to-wear, in addition to dedicated shoe and beauty departments. The label's online store stories.com will launch on the same day.

"Our diverseness comes from building collections around different fashion stories," said & Other Stories head of design Anna Teurnell. "Ranging from masculine tailoring to feminine chic we're offering our customers endless styling choices."

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ELLA ALEXANDER | FEBRUARY 18, 2013 | Article Link