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It's Official: H&M Is Launching a New Chain

Any excuse to post a photo of David Beckham in his underwear. The 34th St. Manhattan H&M, via Racked NY
Any excuse to post a photo of David Beckham in his underwear. The 34th St. Manhattan H&M, via Racked NY

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Those H&M rumors have been confirmed: Hennes & Mauritz will be launching a new, upscale(ish) retail chain. As a rep from the company told WWD the concept would be similar to Hennes & Mauritz's COS clothing line, which is trend-driven, but less so than H&M and priced slightly higher with more emphasis on fit and fabric. "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," said the rep. There are no details yet on whether the line will be offered in the US (COS is currently available only in Europe) or when we can expect the stores to arrive. However, someone somewhere is undoubtedly waiting with bated breath for the brand's first collaboration announcement.
· H&M to Launch New Retail Chain [WWD]
· All H&M coverage [Racked]