For the first time ever, Australian and New Zealand customers can shop the coveted fashion brand, & Other Stories, locally

SYDNEY: Australia and New Zealand’s leading fashion and lifestyle platform, THE ICONIC, has announced the addition of internationally renowned fashion brand and subsidiary of the H&M group, & Other Stories – exclusively available on its platform. The partnership is the first-of-its-kind for the H&M group in the ANZ market and will further strengthen THE ICONIC’s growing assortment of local and international brands.  

Established in 2013, & Other Stories is designed in ateliers in Paris, Stockholm and Los Angeles, creating a global collection that reflects modern femininity. With 70 stores across 24 markets, the brand’s ready-to-wear fashion, shoes and accessories has amassed a cult following amongst the international fashion-set and has been spotted on celebrities including Selena Gomez, Meghan Markle and Emma Roberts. 

Gayle Burchell, Chief Commercial and Sustainability Officer, THE ICONIC said: “We are thrilled to partner with H&M to welcome & Other Stories to THE ICONIC family, bringing the much-loved brand directly to Australian and New Zealander shoppers. As part of Global Fashion Group (GFG) and a trusted partner for local and international brands alike, we are excited to partner with powerhouses like H&M as we continue to curate the most inspiring assortment for our customers. We know many of our customers are already familiar with & Other Stories and will be incredibly excited for the opportunity to shop the collection on THE ICONIC. We can’t wait for them to experience the best of the brand through our platform, with the ease of our seamless local delivery and returns.” 

Lina Söderqvist, Managing Director, & Other Stories said: “We are thrilled to partner with THE ICONIC and bring & Other Stories to a new market. Australia is home to some of the most fashion-loving women in the world, and we can’t wait to see how they embrace and make & Other Stories their own.”

& Other Stories is now available exclusively via THE ICONIC. The platform will stock a curated selection of the brand’s womenswear, shoes and accessories from their recent collection including dresses, soft tailoring, statement footwear and wardrobe staples. Prices range from $50 to $350. 

THE ICONIC is part of Global Fashion Group (GFG), the leading online fashion & lifestyle destination in LATAM, SEA and ANZ. GFG gives brands unparalleled access to a market of more than 800 million consumers and works together with brand partners to offer the most relevant and curated products in an inspiring customer environment. Local and international brands also benefit from GFG’s locally tailored, best-in-class operational capabilities and technology innovations across all three of its e-commerce platforms.




About & Other Stories:

& Other Stories launched in March 2013 with a focus on offering a wide range of shoes, bags, accessories, beauty and ready-to-wear pieces that are all equally important for creating a cohesive and stylish look. The brand’s ateliers design diverse collections with great attention to detail and quality, always with modern femininity in mind. Today & Other Stories has physical and online stores across Europe, North America, Asia, and the Middle East, and the brand’s partnership with THE ICONIC will allow it to bring its unique and inspiring style to even more fashion-loving women.