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 conceptfashion and quality at the best price.
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&Ms existing namesake and COS brands.