H & M open its first store and transactional website in the US

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H&M's more expensive sister, & Other Stories, is to open its first store and transactional website in the US this Friday.

The 6,400-square-foot outlet will be “all about personal styling,” according to & Other Stories creative director Sara Hilden Bengtsson.

H-and-M-open-its-first-store-and-transactional-website-in-the-US

A notice on its website features a photo of Iris Apfel – the nonagenerian fashion icon. & Other Stories say Apfel represents their target audience, which is broad and inclusive.

Prices will range from USD 9 for nail polish to USD 300 for outerwear.


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