About & Other Stories
& Other Stories is a Swedish fashion and lifestyle brand offering sophisticated, design-focused women's clothing, accessories, and beauty products through a unique creative approach.
Launched by the H&M Group as a more premium, design-centric concept than their flagship brand, & Other Stories was created to explore a different segment of the fashion market with greater emphasis on lasting quality, creative expression, and diverse aesthetic viewpoints. This positioning bridges the gap between fast fashion and luxury, catering to fashion-conscious consumers seeking distinctive design at accessible price points.
The brand's distinctive creative model operates through design ateliers in Paris, Stockholm, and Los Angeles, each contributing different perspectives and sensibilities to their collections. This multi-atelier approach generates diverse design expressions while maintaining a coherent brand language characterized by attention to detail, quality materials, and contemporary silhouettes.
Beyond apparel, & Other Stories has developed comprehensive beauty and accessory collections that complement their clothing lines while establishing the brand as a complete lifestyle destination. Their beauty products, in particular, have gained recognition for sophisticated formulations and distinctive packaging that reflect the brand's overall design ethos.
The company places significant emphasis on sustainability initiatives including recycled materials, organic fibers, and transparent production practices. These commitments reflect both Swedish environmental consciousness and contemporary consumer expectations for responsible business practices in fashion.
With stores across Europe, North America, and select Asian markets along with robust e-commerce operations, & Other Stories represents the successful development of a new retail concept within an established fashion group, demonstrating how Swedish design principles can create global appeal through thoughtful positioning, quality execution, and creative storytelling.
Launched by the H&M Group as a more premium, design-centric concept than their flagship brand, & Other Stories was created to explore a different segment of the fashion market with greater emphasis on lasting quality, creative expression, and diverse aesthetic viewpoints. This positioning bridges the gap between fast fashion and luxury, catering to fashion-conscious consumers seeking distinctive design at accessible price points.
The brand's distinctive creative model operates through design ateliers in Paris, Stockholm, and Los Angeles, each contributing different perspectives and sensibilities to their collections. This multi-atelier approach generates diverse design expressions while maintaining a coherent brand language characterized by attention to detail, quality materials, and contemporary silhouettes.
Beyond apparel, & Other Stories has developed comprehensive beauty and accessory collections that complement their clothing lines while establishing the brand as a complete lifestyle destination. Their beauty products, in particular, have gained recognition for sophisticated formulations and distinctive packaging that reflect the brand's overall design ethos.
The company places significant emphasis on sustainability initiatives including recycled materials, organic fibers, and transparent production practices. These commitments reflect both Swedish environmental consciousness and contemporary consumer expectations for responsible business practices in fashion.
With stores across Europe, North America, and select Asian markets along with robust e-commerce operations, & Other Stories represents the successful development of a new retail concept within an established fashion group, demonstrating how Swedish design principles can create global appeal through thoughtful positioning, quality execution, and creative storytelling.
Ownership & Tax Information
| Company Headquarters | 🇸🇪 Sweden |
|---|---|
| Parent Company | 🇸🇪 H&M Group |