What: the first &Other Stories store opens in iAPM mall in Shanghai.

Why it is important: the first physical store in China, following the Tmall store opened in 2019.

&Other stories, which operates 72 stores worldwide, will open its first store in China after having opened in Korea in 2017 and TMall in China in 2019. Interestingly, the strategy in China is at the opposite of what has been conducted in the rest of the world, as the retail footprint of the brand has been constantly expanding without touching the fastest growing market. It will open in iAPM high end mall this coming Fall.

H&M’s Arket, & Other Stories to Open First Physical Stores in China