& Other Stories will open soon a second location in Paris

By

Jean-Paul Leroy

Published
Jul 10, 2014

Confirming a report by FashionMag France, H&M has just announced that & Other Stories will soon open a second location in Paris. The store will be set up in a space formerly occupied by Marithé & François Girbaud on rue Etienne Marcel (2nd arrondissement) and dubbed Montmarcel.

The opening is scheduled before the end of this year. & Other Stories’ second Parisian address - its first located on rue saint Honoré (8th arrondissement) and opened in spring 2013 - will cover over 5600 ft2 that span two floors. It will maintain Montmarcel’s two entrances - one at 35 rue Montmartre and the other at 38 rue Etienne Marcel - and will stock & Other Stories’ entire range, including ready-to-wear, accessories, beauty and footwear.

The second Parisian store is part of a wider development plan. H&M’s CEO Karl-Johan Persson has announced plans for fifteen to twenty new openings this year. These ambitions stem from the young retail chain’s positive results.

Besides Paris, & Other Stories is currently present in Antwerp, Barcelona, Berlin, Brussels, Copenhagen, London, Milan and Stockholm. By the end of the year, there are also already plans for an opening in the heart of Soho in New York.

In deciding to open in the Montmartre-Etienne Marcel neighborhood, H&M had only to look at numbers recorded by its Cos store opened several seasons ago on rue Montmartre itself. According to sources, the numbers have been excellent.

It’s clear that brands and retailers currently located in the neighborhood will welcome the opening of a successful concept store at a time when the area faces a booming Marais.

It’s also clear that the & Other Stories opening could boost sales at the risk of raising the price of doing business...