Not satisfied with the feast of designer collaborations on its books, H&M have officially announced that they will be creating their own luxury brand – launching in 2013. Not only that, but it won’t be appearing in their standard stores… these luxury goodies are getting a chain of stores all of their own. Promising that the lines will blend harmoniously with the H&M highstreet range, but not confirming price points, chief executive officer Karl-Johan Persson told WWD:
“Our collections have been well received which has resulted in increased market share in a very challenging fashion retail market, and we have strengthened our position even further. We have great faith in this new brand and we see considerable potential for further initiatives.”
H&M already run the higher-priced store Cos*, a luxury range of eco-conscious designs, and this will just be another feather in the cap. What do you think of the new promised range?
*The picture above is from the Cos range