& Other stories is preparing for a hard launch on The Iconic next month, Ragtrader can reveal.
The Iconic’s chief commercial and sustainability officer Gayle Burchell said the brand would be released through its online marketplace.
“We are thrilled to be partnering with H&M to welcome their internationally renowned subsidiary & Other Stories to The Iconic family,” Burchell said.
“As a trusted partner for local and international brands alike, we are excited to partner with powerhouses like H&M as we continue to curate the most inspiring assortment for our customers.
"We know Australians and New Zealanders are going to be incredibly excited to shop & Other Stories on The Iconic, and we can’t wait for them to experience the best of the brand through our platform.”
H&M Group CEO Helena Helmersson said the company is committed to optimising its store and digital channels.
“Looking ahead, our main focus is on continuing to invest in and develop our customer offering and shopping experience for our unique brands, so that we keep meeting and exceeding our customers’ needs and expectations,” Helmersson said in H&M's annual sustainability report. .
H&M entered the Australian market in 2014 and launched its local eCommerce platform in 2020. Today, there are 35 stores nationwide.
The launch also follows the launch of a dedicated online store for Cos in Australia last year.
Launched in 2013, & Other Stories offers directional womenswear with a wide range of shoes, bags, accessories, beauty and ready-to-wear. & Other Stories has 78 stores in 24 markets and online stores in 32 markets.