H&M’s “& Other Stories”

The rumors that H&M is launching a new higher priced chain are true! However, the retailer would like it to be known that this is not a luxury brand. H&M has revealed that the name of their new store will be called “& Other Stories.” Fans of the retailer can expect this new store to have a higher quality level and higher price point.

How does everyone feel about this name? It is definitely a little bit more complex than the standard two letter connected by an “&,” but it’s unique enough to be remembered. I think I’m more concerned about butchering the name since it is a little bit awkward to say.

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