& Other Stories is heading to China

today Jun 12, 2019
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Fashion brand & Other Stories is tapping into the Chinese market for the first time.

The ready-to-wear label, which is owned by the H&M Group, has announced plans to debut on Alibaba's Tmall, an online B2C marketplace, this fall. The move will mark the first time the brand's clothes, shoes, bags, jewelry and accessories -- all of which are designed in ateliers in Paris, Stockholm and Los Angeles -- have been made available in China, reaching an audience of 700 million across the Tmall platforms.

"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," said Sanna Lindberg, Managing Director, & Other Stories, in a statement.

"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," added Jessica Liu, General Manager of Tmall Fashion and Luxury, Alibaba Group.

The move is the latest big milestone for & Other Stories, which launched in 2013 and has since expanded into 70 stores worldwide, in addition to delivering to 15 countries in Europe, the US and Korea via its online boutique. Last month the brand teamed up with the jewelry designer Mia Larsson on a sustainable jewelry collection, made in part from oyster shells, while April saw it roll out a new pre-loved clothing initiative in collaboration with the secondhand platform Sellpy in Sweden.

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