H&M Confirms High End Stores

H&M press officer Håcan Andersson confirmed today that the company’s new venture – coming in 2013 – will be a chain of stores under the name “& other stories.” Further details are still shrouded in secrecy, as Andersson said the name alone “is all the available information we have as of today.” We’ll still have to wait and see what the product will look like or what the exact price point will be, though H&M chief executive officer Karl-Johan Persson stated that, “the new chain of stores will be independent and complement the other offerings from the group…”

How do you feel about this change in business? The success of H&M can be pinpointed to its ability to deliver apparel with high fashion styling at an affordable price. Will creating a high end fashion brand turn out successful for a brand built on affordability?