& Other Stories to open off of Melrose Avenue

H&M’s sister store has announced that it is opening a new location in SoCal. Bowing in Los Angeles, & Other Stories is opening a flagship next month off of famous shopping strip Melrose Avenue.

The new store will pop up in West Hollywood opening next month. In addition, & Other Stories will also start using tags that read “Los Angeles Atelier,” as a way to even further promote the brand’s location in L.A. The space has a lot of natural light which fill sits minimalist, white interior decor. The brand also reflects its sophisticated, luxe ambiance which complements the rand itself. As the company just opened its first Asia store and has made roots in Stockholm and Paris, it seems L.A. is the latest in a slew of cities that & Other Stories aims to conquer. “We knew we needed a contrast to Paris and Stockholm and two years ago we decided it would be in Los Angeles,” managing director Samuel Fernstrom told WWD of the atelier. The studio has been open for approximately a year, but just decided to bring in retail starting with its spring 2017 collection.

This particular location will also offer the brand’s newest project. In the past, having collaborated with Rodarte and Clare Vivier, & Other Stories is bringing a new footwear collection along with its Melrose flagship. Starting April 11, the store will also have its collaboration with footwear brand Toms available.