& Other Stories is set to open its first store in Amsterdam on the 24th of October. A brand under the H&M Group, the vision of & Other Stories is to bring everything into the one shop. The company believes that shoes, bags, jewellery and lingerie are just as important as clothing to the styling process. The aim is bring all the elements of style to the one location, so that clientele can create their whole look or style in one space. This also includes beauty and make up products. A store in Amsterdam represents the next step for the brand, having already set up shops in London, Stockholm, Paris, Berlin, Rome, Barcelona and Copenhagen. This rapid growth is especially impressive given that the brand only launched in 11 months ago.
& Other Stories differentiates itself from parent company H&M by proving a more high end or luxury line. It is owned by H&M, however its products are independently designed and produced. It is influenced by elements of Scandinavian fashion styles. The creative workshops for production are located in Paris and Stockholm. Despite the intention of branding itself as a high end alternative to H&M, & Other Stories still wants to provide wide price range that is accessible for all customers, and maintain an affordable price. & Other Stories has a strong following, and several Amsterdam fashion writers have already commented that they are excited the brand is moving into Amsterdam. & Other Stories in other cities have been described as utilising an industrial space element.
Examples of their clothing line and style can be viewed on their online store.
The company views product quality as one of their key values. Their website details that they pay careful attention to detail with product design, and also place great importance on ensuring high product quality. Furthermore, each item that is sold lists product information including the country of origin.
The other key values of the company are Code of Conduct and Environmental and Climate responsibilities. The brand aims to conduct their business using responsible and sustainable methods. & Other Stories ensures that their belief in environmental responsibility applies to their suppliers and through their supply chain. The company views environmental issues as of key importance, especially in regards to climate change which is described as one of the major challenges of this time.
The Amsterdam store will open at the 24th of October at 12:00. The & Other Stories store in Amsterdam will be located at Heiligeweg 26-28, close to the Kalverstraat shopping street. The store will be 650m2 and will take up two buildings, at what was formerly a toy store. The Amsterdam store is not open yet, however it is possible to purchase through the online store.
More information on the company and their vision can be found on their website; www.stories.com.
Updates and information can also be obtained through their facebook page.