The house of Fast-Fashion, Hennes & Mauritz has announced that it will open a new franchise of freestanding stores for 2013. H&M's new retail chain is rumored to be their solid attempt to embrace the high fashion market, so expect the new label to come with hefty price tags.
"Like COS, which today is very successful with good profitability, the new chain of stores will be independent and complement the other offerings from the group," H&M CEO Karl-Johan Persson said. "We have great faith in this new brand and we see considerable potential for further initiatives."
The top secret project does not take off from their expensive in-store Collection of Style (COS) line. No brand name for this new store concept has been revealed yet, but the new retail stores might as well be dubbed H&M Luxe.
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