H&M registers a new brand name

H&M reportedly has registered a name and logos for a new retail chain called & Other Stories.

The Swedish retailer announced last week that it would launch a new retail brand in 2013, without disclosing a name or elaborating on the concept.

But Swedish news service Dagens Nyheter learned that H&M has registered the new name in global markets.

‘We see the new chain as a complement to H&M,’ H&M press officer Camilla Emilsson Falk told the agency. ‘It will be at a slightly higher price bracket and with a little better quality, but still stay within the framework of our business concept—fashion and quality at the best price.’

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Dagens Nyheter reported that the trademark protects categories ranging from clothing to hair care, suggesting that & Other Stories will cover a broader product assortment than H&M’s existing namesake and COS brands.

Read more about H&M's latest brand

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