H&M's New Luxury Label to Launch First in Europe

H&M's new higher-priced line "& Other Stories" is set to launch in 7 European cities - Barcelona, Berlin, Copenhagen, London, Milan, Paris and Stockholm and online in 10 cities. Despite the mostly negative reaction over the name "& Other Stories", I'm super excited to see the collection and hope they make it available in the U.S. soon as well.  Unfortunately, there hasn't been any previews yet either.

H&M's plan with "& Other Stories" was to diversify and attract a new clientele.  The price point (and I would expect quality) starts where H&M ends.  Perhaps it will be more like a Zara?