& Other Stories

What & Other Stories does

& Other Stories is a women's fashion brand and e-commerce retailer founded in 2010 and headquartered in Stockholm, Sweden, operating as a wholly-owned brand subsidiary of H&M Group. The company designs, sources, and sells contemporary women's apparel, shoes, bags, accessories, and beauty products through an owned DTC e-commerce platform (stories.com) and physical retail stores, with a stated footprint covering North America and Asia Pacific. Its creative operations are organized around three design ateliers in Paris, Stockholm, and Los Angeles, which form the brand's central product development asset. The product assortment spans dresses, knitwear, outerwear, denim, swimwear, co-ord sets, footwear (loafers, ballerinas, heels, boots, sandals), bags, jewelry, sunglasses, and beauty (makeup, fragrance, bath and body, candles), with new category launches in perfumes, skincare, and eyewear introduced under the 2025 creative refresh led by Creative Director Jonathan Saunders.

The company operates a standard retail revenue model: one-time purchases of merchandise at full price, augmented by seasonal sale events offering up to 60% off and a membership program providing a 10% discount on first order. Pricing spans approximately $19 for entry-level accessories to $379 for leather goods, positioning the brand in the accessible-contemporary segment. Marketing is conducted primarily through organic social channels (Instagram, Pinterest, Facebook, YouTube, TikTok), email newsletter, and an affiliate program, with checkout integrations spanning Klarna, Apple Pay, Google Pay, and American Express. Distribution leverages H&M Group's global retail infrastructure and supply chain, and the parent group's sustainability framework (91% recycled or sustainably sourced materials per H&M Group reporting) is part of the brand's positioning.

The company is private, does not have independent funding rounds, and has no disclosed enterprise customers. Recent strategic activity is centered on the Jonathan Saunders-led creative refresh (October 2025), category expansions into perfumes, skincare, and eyewear, and geographic expansion into Israel and additional Asia Pacific markets. Customer base is highly diversified across millions of individual DTC consumers, with no concentration in any single buyer or channel.

Name

& Other Stories

Legal name

& Other Stories

Website

https://stories.com

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

501–1,000 employees

Short description

& Other Stories is a Stockholm-based women's fashion brand and DTC retailer owned by H&M Group, selling contemporary apparel, footwear, bags, accessories, and beauty through stories.com and physical stores, designed across ateliers in Paris, Stockholm, and Los Angeles.

Ownership category

akta.pro rank

Product category

Women's Fashion and Apparel Retail

NAICS

Clothing and Clothing Accessories Retailers (45811), Clothing and Clothing Accessories Retailers (4581), Clothing, Clothing Accessories, Shoe, and Jewelry Retailers (458)

SIC

Retail-Women's Clothing Stores (5621), Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Women’s Apparel Retail (CRAAABAB)

akta.pro secondary industries

Streetwear & Contemporary Apparel Retail (CRAAABAM), Sustainable/Ethical Shopping & Capsule Wardrobe Building (HSACAJAL)

Keywords

• Women's apparel
• Fashion retail
• Accessories and bags
• Footwear and shoes
• Beauty products

Headquarters

HQ city

Stockholm

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Apparel and Accessories Sales: Primary revenue from direct sales of women's clothing, shoes, accessories, bags, and beauty products through owned e-commerce platform and physical retail stores. Standard retail pricing with seasonal sale events offering up to 60% discounts.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels7 records

Core offering

& Other Stories is a women's fashion retailer selling clothing, shoes, bags, accessories, and beauty products through its owned e-commerce platform (stories.com) and physical retail stores. Product lines span dresses, tops, knitwear, outerwear, jeans, swimwear, sunglasses, jewelry, handbags, loafers, heels, boots, fragrance, and bath and body items, designed across ateliers in Paris, Stockholm, and Los Angeles. The brand also operates a member loyalty program and offers gift cards.

Product overview

& Other Stories is a women's fashion brand and e-commerce platform owned by H&M Group, offering apparel, accessories, shoes, bags, and beauty products. The brand operates as a single unified retail offering through its e-commerce website and physical stores. Product portfolio spans clothing categories (dresses, swimwear, tops, outerwear, knitwear, jeans, skirts, blazers, co-ord sets), accessories (sunglasses, jewelry, scarves, hats, belts, hair accessories, socks), bags (tote bags, shoulder bags, wallets, bag charms), shoes (loafers, ballerinas, heels, boots, sandals), and beauty (makeup, fragrance, bath & body, candles). Recent brand expansion under new Creative Director Jonathan Saunders includes new product categories such as perfumes and skincare. The brand also offers gift cards and maintains a membership/loyalty program.

Differentiator

Problem solved

Functional benefit

Products and services

• Women's Clothing Full range of women's apparel including dresses, swimwear, tops, outerwear, knitwear, jeans, trousers, shorts, skirts, blazers, and coordinated sets, sold to fashion-conscious female consumers through stories.com and physical stores.
• Shoes Footwear collection including loafers, ballerinas, heels, boots, and sandals, priced for mid-market women's fashion consumers.
• Bags Handbags and leather goods including tote bags, shoulder bags, wallets, and bag charms, with leather goods priced up to $379.
• Accessories Fashion accessories including sunglasses, jewelry, scarves, hats, caps, belts, and hair accessories.
• Beauty Beauty and personal care products including makeup, fragrance, bath and body, and scented candles.
• Perfumes Fragrance products introduced as a new category expansion under the brand's refreshed creative vision.
• Skincare Skincare products introduced as a new category expansion for the brand under its new creative vision.
• Eyewear Collection Sunglasses and optical eyewear collection launched as the brand entered the eyewear market.
• Gift Card Digital and physical gift cards available for purchase as gifting options through stories.com.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Partnerships

One partnership is on record.

• H&M GroupcoreOthers& Other Stories is a brand owned and operated by H&M Group, a Swedish multinational fashion retailer. The brand operates under the H&M Group corporate umbrella, benefiting from the parent company's retail infrastructure, supply chain, and sustainability initiatives.

Scale indicators1 record

Recent moves5 records

Expansion highlights5 records

Direct peers

• COS: Direct sibling brand within H&M Group offering modern, minimalist womenswear and menswear at a similar contemporary price point; most directly comparable on positioning, parent-company infrastructure, and target customer.
• Arket: Another H&M Group brand focused on essential, sustainable womenswear, menswear, and home; overlaps with & Other Stories on design philosophy, sustainability positioning, and price tier.
• Mango: Global Spanish fashion retailer with a strong contemporary womenswear line at mid-range price points; directly comparable in target customer, price band, and multi-channel distribution.
• Massimo Dutti: Inditex-owned contemporary brand offering elevated, classic-leaning womenswear and menswear at accessible premium price points; comparable in customer profile and store-based DTC model.
• Sézane: Paris-based contemporary womenswear brand blending Parisian styling with accessible price points; highly comparable on aesthetic, tri-city creative sensibility, and DTC-first model.
• Aritzia: Canadian contemporary womenswear retailer with strong own-brand assortment and physical store experience; competes in the same accessible-premium tier with similar focus on quality fabrics and elevated everyday style.
• Madewell: J.Crew-owned contemporary womenswear brand focused on denim, casual essentials, and elevated everyday pieces; comparable in price band, customer demographic, and DTC-plus-stores model.
• Anthropologie: Urban Outfitters Inc.-owned womenswear and lifestyle brand with a similar curatorial, design-forward approach spanning apparel, accessories, and beauty; comparable in assortment breadth and store experience.
• Sandro: French accessible-luxury womenswear and menswear brand with Parisian design DNA; overlaps with & Other Stories on trend-right contemporary styling and the Paris design atelier footprint.

Broad incumbents

• Weekday: H&M Group brand targeting younger, street-leaning womenswear and menswear; comparable as a sister brand within the same portfolio competing for similar Gen Z and millennial customers.

Market position

Strengths5 records

Weaknesses2 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/andotherstories
• Facebookfacebook.com/andotherstories
• Instagraminstagram.com/andotherstories#
• Pinterestpinterest.com/andotherstories
• TikToktiktok.com/@andotherstories

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about & Other Stories