An H&M store. The high sreet giant is preparing to launch a new brand in 2017

Have You Heard About H&M’s New Brand?

Prepare to add a new destination to your high street shopping hit list. It’s been revealed today that H&M is preparing to add another new brand to its already pretty impressive high street portfolio.

Yep, alongside Cos, & Other Stories, Cheap Monday, Monki and Weekday, CEO of the Swedish fashion powerhouse Karl-Johan Persson revealed that they are working on a new concept that “will be completely different from H&M” and all of their other brands. Unfortunately, that’s about all we know right now, apart from that it could be launched in 2017. Though we’ve also heard rumours that it could be the brand’s first stand-alone home ware label – exciting!

& Other Stories was the company’s last big launch back in 2013, and now has more than 20 stores in 10 countries, with fashionista’s clamouring to get their hands on its timeless but directional designs.

Homes or fashion, one thing’s for sure, with such amazing brands already under the H&M umbrella, we know this is going to be big news. Watch this space.