Following H&M's famous designer team-ups with all the likes of Versace and Marni, rumors emerged in Swedish newspaper Dagens Industri now that the chain is branching in to the high end market.
In their latest three month report, a shop confirmed a brand new store chain is going to be launched in 2013, although info is still limited. H&M decided to make these long-term investments to be able to build a much stronger H&M, to ensure that they can give our customers a much broader offering moving forward. We have numerous projects happening and already next season we will be launching an entirely new store. Like COS, which today is extremely successful with good profitability, the newest chain of stores is going to be independent in the Group. We've great faith on this new brand name and we see considerable possibility of further initiatives."
H&M is keeping tight regarding further info like the new chain's name.
At as soon as this is all the details we have available. High quality to telling more at a later time, H&M press officer Håcan Andersson told Relaxnews. The Swedish retailer already owns high price point traditional label COS, and also on April 12 H&M will launch its Exclusive Glamour Conscious Collection, that has been worn around the red carpet from the likes of Amanda Seyfried and Michelle Williams and is also made using sustainable materials including organic cotton, hemp and recycled polyester.
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2013 H and M New Store Chain