& Other Stories officially opens on Fifth Avenue

By

Obi Anyanwu

Published
Nov 1, 2015

H&M-owned brand, & Other Stories on Friday opened its latest New York City location at 505 Fifth Avenue on 42nd Street. The new store is the first from the brand to open in Midtown Manhattan.

The 9,700 ft² two-floor store carries & Other Stories’ full Fall/Winter 2015 assortment including women’s ready-to-wear, footwear, accessories and beauty. The store also features a free botanical library with botany-themed books and a textile recycling program that allows customers to bring textiles from any brand to the store in return for a voucher with a 10% recycling treat.
 
& Other Stories shares its store space with COS, which opened its Fifth Avenue store in mid-October. The two brands share the former H&M space as two separate standalone stores. It was first reported in June that the two H&M-owned brands would move into the space.

To celebrate the grand opening of the Fifth Avenue location, & Other Stories invited plant artist Satoshi Kawamoto, from Green Fingers, to create a floral and plant based installation for the store windows. The ‘Floating Garden’ installation expresses "the beauty and natural transformation with the passage of time,” according to Satoshi Kawamoto.  “Throughout the duration of the installation, the flowers will be dried out and change their colors and textures naturally, allowing shoppers to return to the store and enjoy every step of the change.”

Sara Hildén Bengtsson, Creative Director at & Other Stories, added, “We’re proud and delighted to open a store at such an iconic location. Our botanical-loving hearts are beating a little extra over this opening as we have Bryant Park as a neighbor. It gives our plant-infused décor an extra sense of green. We hope customers will enjoy our new Fifth Avenue world.”
 
& Other Stories currently operates 22 stores in Europe and North America, including a store in SoHo in New York City.