& Other Stories is preparing to launch in Australia this year, Ragtrader can reveal.
The H&M subsidiary will roll out through a partnership with online retailer The Iconic. H&M confirmed the news in its group annual and sustainability report.
The move follows the launch of a dedicated online store for Cos in Australia last year.
H&M CEO Helena Helmersson said the brand is committed to optimising its store and digital channels.
“Looking ahead, our main focus is on continuing to invest in and develop our customer offering and shopping experience for our unique brands, so that we keep meeting and exceeding our customers’ needs and expectations,” Helmersson said in the report.
H&M entered the Australian market in 2014 and launched its local eCommerce platform in 2020. Today, there are 35 stores nationwide.
Launched in 2013, & Other Stories offers directional womenswear with a wide range of shoes, bags, accessories, beauty and ready-to-wear. & Other Stories has 78 stores in 24 markets and online stores in 32 markets.