Swedish fashion giant to open first store in Ireland
It was on, it was off and now it's very much back on again as the Swedish fashion giant & Other Stories prepares to open in Dublin's Grafton Street this Autumn.
Little sister to H&M, the affordable fashion brand and COS, the cool, contemporary label, the arrival of & Other Stories will shake up the Irish retail landscape.
Its first Irish store in the former A/wear outlet on Grafton Street is being fitted out with a lifestyle offering stretching from clothing and bags through shoes, jewellery and beauty. Rivals are watching carefully to read the potential fallout.
Just three years old, the Swedish label already has an fan base here, shipping to Irish customers via its website.
Independent retail consultant Eddie Shanahan said the Swedish brand "sits in a market position that will give people, who are aspiring into the mid market, a real headache," he predicted. "& Other Stories have already established themselves there. They know the territory, they have years of international experience with the brand and, yes, it will rock the boat here," Mr Shanahan warns.
"It will be a very competitive offer when it opens, a bit like COS was. It will find its followers and it will enthrall them. I think Irish customers will love it because Irish customers are looking for something new and different, a change from the old cookie-cutter high street."