& Other Stories Debuts Beverly Hills Flagship

H&M’s (Stockholm) & Other Stories has opened a flagship location in Beverly Hills, Calif. The retailer’s new store is 5700-square-feet, reports Women’s Wear Daily, and will be paired with a L.A.-based design team.

“The collection will reflect the city’s aesthetic and influences,” said Elke Kieft, & Other Stories spokeswoman. “It will be the same way that we work with our other collections. Stockholm has minimalist aesthetics and Paris is a bit more feminine. The three ateliers will be a great combination and will create diversity.”

& Other Stories has three stores in New York and one in Costa Mesa, Calif. In the next year, the retailer plans to open stores in Washington and Glendale, Calif.