H&M Is Set To Launch A New Brand

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The company logo is placed at the flagship store of H&M, Hennes & Mauritz, HMb.ST, the world's second-biggest fashion retailer is seen in Stockholm

An upcoming collaboration with Olivier Rousteing‘s Balmain isn’t enough for H & M Hennes & Mauritz AB (H&M). The Swedish retailer “is looking into new store concepts and may introduce an all-new brand that’s nothing like its flagship label,” reports Bloomberg.

Currently, there isn’t much details about what the brand will entail, besides the upcoming concept could launch in 2017 and “will be completely different from H&M,” Chief Executive Officer Karl-Johan Persson said in an interview. It won’t be similar to H&M’s sister brands, either, he said.

Stay tuned to donbleek.com as this story develops.


Source: Bloomberg

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Donovan is the CEO and Editor-In-Chief of www.dmfashionbook.com. For all general inquiries please email don@dmfashionbook.com Donovan has a BA in Journalism & Media Studies from the prestigious Rutgers University. He's currently studying entertainment and fashion law.