H&M To Reveal Higher End Line

  • by Corrie Shenigo
  • posted at 7:03 pm
  • March 30, 2012

From affordable of-the-moment duds to affordable collaborations with couture designers… the key word of H&M stores and their mass appeal has always been: affordable. That’s all about to change.

Hennes & Mauritz (the illustrious H&M of the brand) is all set to launch a new, upscale retail chain. According to WWD, a rep from the company described the new concept as “similar to Hennes & Mauritz’s COS clothing line,” — think less trend-driven with an emphasis on fit and fabric.

The rep explained, “Like COS, which today is very successful with good profitability, the new chain of stores will be independent and complement the other offerings from the group.”

As COS is only available in Europe, Hennes & Mauritz have yet to announce whether the new goods will be available in the U.S., but if the rumor that H&M has applied for copyright protection of the super-generic name ‘& Other Stores’ in Sweden, we can speculate that it may be a while before we see these stores pop-up stateside.

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