Who owns & Other Stories?
& Other Stories is owned by H&M Group (Sweden, STO: HM-B).[1]
This ownership is reported in official statements but has not yet been matched to a regulatory filing.
Evidence: H & M Hennes & Mauritz AB Annual and Sustainability Report 2025, 26 March 2026. Last checked .
Key facts
- Current owner
- H & M Hennes & Mauritz AB reported
- Owner HQ
- 🇸🇪 Sweden, Stockholm
- Origin
- 🇸🇪 Sweden
- Founded
- 2013
- Category
- Apparel, footwear & accessories › Fashion apparel › Casual & denim
- Parent ticker
- STO: HM-B
- Last verified
- · 1 sources
About & Other Stories
& Other Stories launched in 2013 with design ateliers in Paris, Stockholm and Los Angeles, each producing its own collections, and it sells clothing, shoes, beauty and accessories in one place. It is positioned close to COS on price, and both sit above H&M within the same group, which runs several chains at different price points from the same supply base.
Ownership timeline of & Other Stories
Where & Other Stories sits in H&M Group
Controlling ownership as of . Brands grouped under the entity that owns them; large groups are collapsed.
Open the full H&M Group ownership tree →
See the full H&M Group brand portfolio (6) →
Other brands owned by H&M Group
H&M Group controls 6 brands on Brandtree, 6 of them in apparel, footwear & accessories.
Also in apparel, footwear & accessories
Other brands in casual & denim, and who owns them
The 133 brands in casual & denim on Brandtree belong to 59 owners. The largest is Azzas 2154, with 8; H&M Group has 6.
About the owner: H&M Group
H&M Group is a publicly listed company headquartered in Stockholm, Sweden, founded in 1947. Brandtree records 6 brands under its control, and it is listed as STO: HM-B.
H&M was founded in Västerås, Sweden in 1947 as a womenswear shop called Hennes, and added menswear after buying a hunting equipment retailer called Mauritz Widforss in 1968, which is where the second name comes from. It is the second-largest fashion retailer in the world and the Persson family controls it.
🇸🇪 & Other Stories and other Swedish brands
Brandtree records a controlling owner for 117 brands that began in Sweden. 53 of them (45%) are now controlled by a company headquartered in another country; & Other Stories is not one of them.
- EripioWear — Hultafors Group 🇸🇪
- Haglöfs — ASICS 🇯🇵
- Peak Performance — Amer Sports 🇫🇮
- Thule — Thule 🇸🇪
- AXA — Lantmännen 🇸🇪
- Absolut — Pernod Ricard 🇫🇷
Frequently asked questions
Who is the parent company of & Other Stories?
The parent company of & Other Stories is H&M Group, a publicly listed company headquartered in Sweden.
Is & Other Stories Swedish?
Yes. & Other Stories originated in Sweden in 2013 and its owner, H&M Group, is also headquartered in Sweden.
Is & Other Stories still owned by H&M Group?
Yes. As of 16 September 2026, & Other Stories is still owned by H&M Group. The ownership record was last checked against primary sources on that date.
Sources (1) & corrections
Last verified . Every ownership fact above is backed by one of these primary documents. Numbers in brackets in the text refer to this list.
- [1] H & M Hennes & Mauritz AB Annual and Sustainability Report 2025 — H & M Hennes & Mauritz AB, Annual report, published 26 March 2026; retrieved 16 September 2026.
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