H&M reveals it is working on a new brand

By

Obi Anyanwu

Published
Jun 26, 2015

Hennes & Mauritz, and its sister brands, COS, and & Other Stories, continue to expand and penetrate new markets, but it seems that the Swedish fashion giant has more in store. H&M CEO Karl-Johan Persson talked about new projects during the press conference for its latest results.

"We are looking at new concrete brands but we'll see when we can launch. A best guess is sometime in 2017. In parallel, we are looking at widening the H&M store offerings and also broadening the online stores' range," said Karl-Johan Persson, as reported by Swedish financial newspaper di.se.

H&M’s most recent launch was & Other Stories, which debuted in 2013 in London. It started as a beauty shop before expanding into clothes, shoes, and bags and now has more than 20 stores in 10 countries.

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The Swedish retaler doesn’t plan to shift its focus from its newer brands though. “It’s primarily COS and & Other Stories this year,” Persson affirmed. Indeed, COS recently confirmed that it will take the place of H&M on 42nd and 5th in New York City’s Midtown Manhattan.