So it’s true: COS’s sister brand will be here. At the store’s neighbouring unit in ION Orchard by the year’s end
Fans of labels under the H&M Group that is not, well, H&M, would be thrilled. The one with the longest name, & Other Stories—sister brand to COS, and the yet-to-be-here Monki and Weekday—will indeed open on our island. The first store will, in fact, be COS’s immediate neighbour on level three of ION Orchard. So the rumours circulating since January is true. Back then, no one was able to say for certain where the store would be situated. Hoarding at the unit clearly confirms its arrival, and at that very space. Curious about its opening, we went next door to ask when & Other Stories would welcome shoppers. The first person we met answered with a “what?”, suggesting to us she knew not of the new neighbour she will “soon”—as the notice next door informed us—have.
A more helpful reply came via a second, cheerier sales associate. She eagerly told us that & Other Stories will “open at the end of the year”. Really? “Yes,” she said with certainty, “some time in Q4, but I do not know exactly when.” Does the renovation and fit out take that long? She added, unexpectedly: “Actually, we will be closed too. We will also undergo a renovation. This whole store.” We were, in fact, not really surprised. COS, opened in 2013, will want to look as spanking as the newest retail entrant, more so when the latter is kin. But will the simulateous renovation of two retail units affect the opening of the other?
Launched in March 2013 in Europe, & Other Stories is thought to be aesthetically skewed to appeal to the “cool girl”. Or, we suppose, those self-proclaimed fashion junkies on TikTok. But more noted (and appealing?) is the brand’s price point: a comfortable, hence tempting, somewhere between H&M and COS. Our first visit to & Other Stories was in Paris, at the Rue St Honoré establishment, just across from the charming little French accessories store Goossen. Our first impression, we recall, was that it reminded us of the American chain Athropologie. Atmospherically, it was not as severe as COS and it was not as low-brow/low-cost as H&M. Merchandise-wise, we thought it was more fun than the two. Housed in a hippy-ish space with an inner courtyard of artfully neglected greenery, & Other Stories is the kind of store you will uncover “finds”. It is not known if our first store here would be similarly positioned. We will find out. In December. Probably.
Watch this space for more information on the opening of & Other Stories. Photo: Chin Boh Kay