After weeks of speculation H&M has confirmed that the company will be launching a new brand with flagship stores in 2013. “We have many different projects in progress and already next year we will be launching a completely new store chain. Like COS [a European-based luxury label], which today is very successful with good profitability, the new chain of stores will be independent and complement the other offerings from the group,” shared Karl-Johan Persson H&M’s chief executive officer in a statement released this morning.
But what will this new brand sell? Rumours are swirling that it will be spin-off of H&M’s upcoming red carpet line titled the Exclusive Conscious Collection which offers a range of luxe looks at an affordable price point. Worn by Michelle Williams and Amanda Seyfried, it seems like a perfect fit for those seeing instant glam with star appeal.
Fun Fact: H&M’s sister brands include Cheap Monday, COS, Monki and WEEKDAY MTWTFSS.