H&M is to launch its first global stores for new brand & Other Stories this spring, which will include a flagship on London’s Regent Street.
& Other Stories, which will sell accessories, beauty and clothing that the retailer describes as diverse with a wide price range, is taking the store formerly occupied by Mamas & Papas on Regent Street.
The maternity retailer exited its UK flagship store in November and is on the hunt for a new site in central London which has more space and parking facilities.
& Other Stories is also set to launch a UK website to coincide with the Regent Street launch.
The Swedish fashion giant is to debut the brand across 10 European cities this spring including Barcelona, Berlin, Milan and Paris, as well as London.
Head of & other stories Samuel Fernström said: “All of us at & Other Stories are thrilled to open our first stores in some of the major European cities and we are looking forward to offering our collections to an even broader audience through stories.com.”