H&M’s & Other Stories to launch on Tmall

H&M Group’s womenswear brand & Other Stories will launch a Tmall flagship store in the fall, making the Alibaba Group-owned B2C online marketplace the label’s first official sales channel in China.

The Tmall store will offer collections designed by its three ateliers in Paris, Stockholm and Los Angeles, ranging from shoes, bags and jewelry to accessories and ready-to-wear items, according to a release.

“This collaboration marks another important milestone in our long-standing partnership with H&M Group brands, and we look forward to continue working together to bring elevated shopping experiences to Chinese consumers,” said Jessica Liu, GM of Tmall Fashion and Luxury.

& Other Stories will be the fourth H&M brand to join Tmall, following the Swedish fashion group’s namesake H&M brand and home-accessories brand H&M Home last year. H&M’s street-style label Monki opened a flagship store in 2016. The fast-fashion giant also owns denim lines Weekday and Cheap Monday, boutique-style label Cos, as well as the fashion-and-lifestyle brand Arket.

“We look forward to the launch this autumn and can’t wait to get to know our Chinese customers and seeing their interpretations of our wardrobe treasures,” & Other Stories MD Sanna Lindberg said.

Launched in 2013, & Other Stories operates 70 stores worldwide, while its online shop currently delivers to 15 countries in Europe, the U.S. and Korea.

  • Original reporting by Christine Chou, of Alibaba news service Alizila.

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