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And the name of H&M’s new chain is…

New York -- Swedish fast-fashion retailer Hennes & Mauritz (H&M) plans to call its new retail brand “& other stories” according to various media reports.

H&M will neither confirm nor deny the reports. But Swedish news outlet Dagens Nyheter reported that trademarks and logos for '& other stories' were registered by a Swedish firm last year, and that  Camilla Emilsson-Falk, head of media relations for H&M, confirmed the details.

The new brand, set to launch next spring in Europe will feature higher price points and better quality materials.

“The new chain of stores will be independent and complement the other offerings from the Group. We have great faith in this new brand and we see considerable potential for further initiatives,” CEO Karl-Johan Persson said last week in a statement.
 

© 2014