America Not Good Enough for H&M’s New Brand

Photo: James Leynse/Corbis

WWD writes that Hennes & Mauritz plans to open seven & Other Stories stores — in Barcelona, Berlin, Copenhagen, London, Milan, Paris, and Stockholm — and launch e-commerce at in Belgium, Denmark, Finland, France, Germany, Italy, the Netherlands, Spain, Sweden, and the U.K. come spring. The womenswear offerings are said to be "diverse, ranging from masculine tailoring to feminine chic and are designed to provide endless styling choices," but we'll never know for sure.