H&M’s sister brand, & Other Stories, has launched its first brick-and-mortar store in Southeast Asia at Singapore’s Ion Orchard as part of its plan to further strengthen its presence in Asia after expanding in China and South Korea.
The Ion Orchard store houses a selection of items from & Other Stories’ three ateliers in Paris, Stockholm and Los Angeles, including its latest fashion and beauty offerings. The fashion label also partnered with Southeast Asian e-commerce retailer Zalora to offer its products to customers in Malaysia and the Philippines through the online platform.
“It’s been heartening to receive such positive reception to the brand from the local audience,”‘ said Lina Soderqvist, MD at & Other Stories. “We cannot wait to bring even more stories and inspiration to Southeast Asia with the opening of our second Singapore store next year.”
Founded in 2013, the H&M Group-owned fashion brand has physical stores in 24 markets and an online presence in 33 markets. The company launched its first physical store in China last year after opening its first one in South Korea in 2017.
