H&M Announces Higher End Fashion Stores That May Be Named '& Other Stories'

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Recently, there were whispers in the retail industry that Swedish retailer H&M has been planning on a new luxury line.

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Now the Swedish retailer confirms new set of stores to "broaden its offering" with several locations opening across Europe next year.

So what will the stores to be called? H&M reps are tight-lipped, as usual. But Women's Wear Daily and Swedish news outlet Dagens Nyheter reports that trademarks and logos for "& other stories" were registered by a Swedish firm last year.

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Dagens Nyheter reports that the new boutique chain was confirmed by Camilla Emilsson-Falk, Head of Media Relations for H&M, who said: “We see the new chain as a complement to H&M. It will be at a slightly higher price bracket and with a little better quality, but still stay within the framework of our business concept -- fashion and quality at the best price."

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The concept -- elevated fast-fashion with high-quality materials – is sure to appeal to everyone who already loves H&M’s offerings, particularly their limited edition designer collaborations with Versace and Marni. But the name just doesn’t trip off the tongue, does it?

Beginning a sentence with an ampersand is a bit confusing, as well as being downright SEO unfriendly.

Tell us: How do you feel about the new name?