H&M’s & Other Stories to launch in Mexico this autumn
H&M Group is set to strengthen its presence in Latin America with the launch of its & Other Stories brand in Mexico this autumn.
The move will include the opening of physical stores in the country in partnership with Retail Fashion Group, a division of Grupo Sordo Madaleno (SOMA). The first sites will launch in Mexico City in October and will be followed by further openings in early 2027.
Subscribe to TRBConfirmed locations include Antara Fashion Hall, Artz Pedregal and dedicated spaces within El Palacio de Hierro.
& Other Stories will also be launching an online store in the country.
Lina Söderqvist, managing director at & Other Stories, said: “We are excited to launch & Other Stories in Mexico and to introduce the brand to customers through both stores and online. Mexico is an inspiring market for fashion and creativity, and we look forward to becoming part of it.”
Elena Muuls, chief executive of Retail Fashion Group at SOMA, said: “Mexico is ready for & Other Stories. We see a customer here who is deeply engaged with fashion as a form of self-expression, and we are proud to be the partner bringing this brand to life in the market.”
H&M Group entered Latin America in 2012 with the opening of an H&M store in Mexico City. Since then, the group has expanded across the region in countries including Chile and Brazil. Earlier this year, it announced that it would be launching in Argentina in 2027 in a partnership with Hola Moda.
