An H&M brand is set to expand into the Chinese market by launching a store on Alibaba’s Tmall store.
Starting this autumn the womenswear brand & Other Stories will sell its range of clothing, shoes, and accessories through Tmall, a subsidiary of the Chinese marketplace.
& Other Stories launched in 2013 and currently has an online store delivering to 15 countries including European ones. & Other Stories also sells on marketplaces such as Asos.
This follows the previous launch of three other H&M brands on Tmall, including the flagship H&M brand, H&M Home and label Monki.
& Other Stories MD Sanna Lindberg said: “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.”
Jessica Liu, GM of Tmall Fashion and Luxury, said: “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.”
Image: & Other Stories