The sister chain of a fast fashion giant H&M called "& Other Stories" announced Sunday it will finally open stores in Israel, nearly 10 years after it was founded.
The company's franchisee in Israel "Match Retail" said it will open the stores in the fourth quarter of 2021. In the initial stage only two stores appear to be in development - one at Azrieli Mall in Tel Aviv and the other at Malha Mall in Jerusalem.
Sweden's Hennes & Mauritz AB that owns H&M set up & Other Stories in 2010 as a more luxurious alternative, but one that is still accessible to the general public.
Although & Other Stories' prices are higher than H&M's, customers get what they pay for since the fashion chain uses mostly natural fabrics, while designs appear to have cleaner cuts with an aim to reach an older demographic.
The fashion chain also sells skin care products, which will be sold in Israeli stores, and makeup that will not be sold in stores in Israel in the initial stage. Each store will also have a giant sink inside to test out hand soaps and body scrubs.
It is unclear, however, when the chain's e-commerce website will begin operating in Israel seeing as H&M is one of the few remaining international fast fashion brands whose internet store is not accessible to Israeli customers.
"& Other Stories in Israel will offer full collections from the brand's three design centers in Paris, Los Angeles and Stockholm at fair and attractive prices within the brand's price range in the various markets around the world," said Match Retail in a statement.