H&M subsidiary & Other Stories has exclusively launched on The Iconic, marking the brand’s first venture into the Australian market.
The partnership is the first-of-its-kind for the H&M group in the ANZ market and adds to The Iconic’s growing assortment of local and international brands.
The Iconic will stock a curated selection of the brand’s womenswear, shoes and accessories from their recent collection including dresses, soft tailoring, statement footwear and wardrobe staples - with prices ranging from $50 to $350.
“As part of Global Fashion Group (GFG) and a trusted partner for local and international brands alike, we are excited to partner with powerhouses like H&M as we continue to curate the most inspiring assortment for our customers," The Iconic chief commercial and sustainability officer Gayle Burchell said.
“We know many of our customers are already familiar with & Other Stories and will be incredibly excited for the opportunity to shop the collection on The Iconic.
“We can’t wait for them to experience the best of the brand through our platform, with the ease of our seamless local delivery and returns.”
Established in 2013, & Other Stories is designed in ateliers in Paris, Stockholm and Los Angeles, creating a global collection that reflects modern femininity.
With 70 stores across 24 markets, the brand sells ready-to-wear fashion, shoes and accessories, and has reportedly amassed a global cult following.
& Other Stories managing director Lina Söderqvist welcomed the partnership with The Iconic.
“Australia is home to some of the most fashion-loving women in the world, and we can't wait to see how they embrace and make & Other Stories their own."
The Iconic’s parent company GFG operates two other marketplaces, Zalora in South East Asia and Dafiti in Latin America. Its overall market involves 800 million consumers worldwide.