H&M Group’s womenswear brand & Other Stories is set to launch a Tmall flagship store during the autumn, making the Alibaba Group-owned marketplace its first official sales channel in China.
& Other Stories will be the fourth H&M brand to join Tmall, following H&M and H&M Home last year. Monki, meanwhile, opened a flagship store in 2016. “We look forward to the launch and can’t wait to get to know our Chinese customers and seeing their interpretations of our wardrobe treasures,” says & Other Stories Managing Director Sanna Lindberg.
Making its debut in 2013, & Other Stories operates 70 stores worldwide, while its online shop currently delivers to 15 countries in Europe, the US and Korea.