H&M to open new chain in Finland

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H&M is taking it’s latest chain & Other Stories to Finland. The former H&M store at the Esplanade mall will be converted.

& Other Stories webstore has been operating in Finland since the launch in 2013, but the physical stores are so far only present in the Nordics in Denmark and Sweden.

Kauppa.fi writes that the first store in Finland will be at the city centre shopping center on Aleksanterinkatu in a former H & M’s business premises.The store space will be 850 square meters, which is the largest in the shopping center.

Lately, the shopping center has opened several boutiques with the strategy to be the “The fashion hub of the center of Helsinki”.