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H&M Is Launching a New Mystery Brand

Image: Getty Images

Image: Getty Images

H&M is about to expand its reach amid rumors that the Swedish retail giant will be launching a new brand, which could drop as soon as 2017. The retailer already has a collection of other brands like COS, which sells pricier minimalist pieces, & Other Stories, which skews a bit trendier but has a sophisticated aesthetic, Cheap Monday, Monki and denim brand Weekday. But H&M’s newest project is shrouded in mystery, though according to CEO Karl-Johan Persson, it’s going to be very different from H&M and all the other labels on the company’s roster. 

And when we say shrouded in mystery, we really mean it. So far, H&M’s investor relations head Nils Vinge says that they’re “looking into new things all the time” and that they are mulling over “some concrete things.” So yep – we basically know nothing about H&M’s latest project, other than it exists. But if the newest addition to the roster is supposed to be unlike anything they currently have, we wonder if they will be launching an apparel brand at all. Perhaps what’s next for H&M is a homewares concept shop? Or maybe it’s planning some kind of beauty destination?

Looks like we’ll just have to keep our ear to the ground until H&M makes its big reveal.

[via Bloomberg]