H&M Might Call Their New Higher Priced Chain '& Other Stories'

More news today about that new, higher priced, "luxury" chain H&M is opening: It's got a name. Just don't call it a "luxury" brand. A rep for the Swedish retailer has confirmed to us that their new chain of stores will have a higher price point and quality level, though "it will not be a luxury brand." "It will be a retail chain that will follow the same ambition as H&M, to offer our customers the best price for a comparable item," the rep wrote in an email. According to Swedish daily newspaper Dagens Nyheter (via The Local), the new chain of stores will be called, wait for it...
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More news today about that new, higher priced, "luxury" chain H&M is opening: It's got a name. Just don't call it a "luxury" brand. A rep for the Swedish retailer has confirmed to us that their new chain of stores will have a higher price point and quality level, though "it will not be a luxury brand." "It will be a retail chain that will follow the same ambition as H&M, to offer our customers the best price for a comparable item," the rep wrote in an email. According to Swedish daily newspaper Dagens Nyheter (via The Local), the new chain of stores will be called, wait for it...
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More news today about that new, higher priced, "luxury" chain H&M is opening: It's got a name.

Just don't call it a "luxury" brand. A rep for the Swedish retailer has confirmed to us that their new chain of stores will have a higher price point and quality level, though "it will not be a luxury brand."

"It will be a retail chain that will follow the same ambition as H&M, to offer our customers the best price for a comparable item," the rep wrote in an email.

According to Swedish daily newspaper Dagens Nyheter (via The Local), the new chain of stores will be called, wait for it, "& other stories." Apparently, an application for copyright protection for that name and logo was handed in to the Swedish Patent and Registration Office as well as to the international organization Wipo in Geneva, as early as last year. By the same report, the new patent will protect the name "& other stories," for other non-fashion merchandise as well, such as hair styling products, bed linen and sports products, meaning that a huge range of lines could be in the works for the new brand.

However, a rep for the company could neither confirm nor deny the name to us, writing: "We do not comment on rumors, at this time we do not have anything else to add." In other words the name "& other stories" is by no means a done deal. And we have to say, we kinda hope it's not the name. "Oh, this? I got this at & Other Stories!" or "I've been dying to buy that dress from & Other Stories," doesn't quite roll of the tongue.

What do you think of it?