Two of H&M’s sister brands, COS and & Other Stories, are continuing their expansion in the U.S. with a spate of openings.
On Oct. 30, & Other Stories will unveil a 9,700-square-foot store on two levels at 505 Fifth Avenue at the corner of 42nd Street. The site was formerly an H&M unit.
COS will open a 3,982-square-foot store in the remaining space at the same location. An opening date for the store, which will be COS’ second in Manhattan, couldn’t be learned.
It’s been a big year for H&M, which in May unveiled its largest store in the world, a 63,000-square-foot flagship in Manhattan’s Herald Square.
H&M has also been lavishing attention on its smaller brands. Daniel Kulle, president of H&M North America, in April revealed that the Swedish retailer is planning to accelerate the U.S. growth of its denim-driven Cheap Monday brand, including possibly opening flagships.
COS which stands for Collection of Style, plans to open a second California location with 4,165 square feet of space at South Coast Plaza in Costa Mesa, Calif., and will enter new markets in Boston and Houston.
COS launched in the U.S. in 2014 with stores on Spring Street in New York and North Beverly Drive in Los Angeles. An e-commerce site also launched last year.
In spring 2016, & Other Stories will open its third and fourth U.S. stores — a 4,700-square-foot unit at 3241 M Street N.W. in Washington, D.C., and a store at the World Trade Center whose size has not yet been determined, the company said.
The Fifth Avenue location will sell handbags, shoes, beauty, accessories, jewelry and ready-to-wear. The chain is known for handmade elements that “can be found in everything from dip-dyed paper bags and strokes of color on the beauty packaging to our handwritten logo,” said Sara Hildén Bengtsson, creative director of & Other Stories.
The brand touts its attention to detail at affordable price points and for fall collaborated with stylist Ada Kokosar. Her collection features a black Neoprene coat for $195; a beige sculptural coat, $275; a navy, peach, tangerine and black color-blocked coat, $245; navy, black and cream color-blocked trousers, $115, and a plissé wrap top, $90.
The chain was launched in March 2013 and operates independently of H&M with design ateliers in Paris and Stockholm. The first U.S store opened in October 2014 at 575 Broadway in SoHo.