& Other Stories opens in Singapore: what you need to know about ‘cool girl’ fashion and lifestyle brand, part of H&M
- H&M Group’s cult label & Other Stories opened its first Southeast Asia store in Singapore, and is looking to learn what customers in the region want from it
- The brand’s global design centres all produce different collections and, unlike fast fashion it makes clothes with a long lifespan, its managing director says
For months, fashion lovers in Singapore walked by a boarded-up shop on the third floor of Ion Orchard, a popular shopping centre in the city state’s main retail district. Those in the know would pause in excitement and wonder when it would finally open.
It has become de rigueur for many travelling shopaholics to stop at an & Other Stories store if they happen to be in the same city – be it Paris, Copenhagen or Rome – as one.
Now there is less of a journey for its Southeast Asia-based fans – the August opening of the 560 square metre (6,000 square foot) Ion Orchard store means the brand has made its debut in the region.
“We couldn’t be happier to reach Singapore and see our stories come to life here,” says managing director Lina Soderqvist. “This is a strategically important first store in Southeast Asia. Singapore is a mix of so many different cultures, so we think we can learn a lot from the customers.
