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COMING SOON: Hennes & Mauritz will open its first & Other Stories store in Italy in Milan on Friday. Located on Corso Vittorio Emanuele, a stone’s throw from the Duomo cathedral, the 900- square-foot, four-story space, previously house to an H&M store, is the label’s sixth door to open in Europe this year — additional stores are expected to bow in Barcelona and Berlin.
The airy store is decorated with furniture pieces with wheels that can be moved to quickly change the set up and has the atmosphere of a design studio with mood boards, office-like structures and inspirational pictures. It is designed to “build confidence in customers,” according to Samuel Fernstrom, head of & Other Stories.
The unit carries a wide range of product categories that are mixed and matched on different floors. While the ground and the second level are mostly dedicated to ready-to-wear and accessories, beauty takes center stage on the first floor with & Other Stories skincare and make up products, which are entirely made in Italy, paired with a number of international beauty brands.
The basement carries accessories and shoes, including Nike sneakers.
In order to stimulate customers, the store will restock the shelves with new items every week. “We design six collections a year and we deliver them in small blocks,” explained & Other Stories creative director Sara Hildén Bengtsson.