Europe’s second largest retailer Hennes & Mauritz will be launching a new line of clothes during spring simultaneously in seven cities and on its online stores.

The new line “& Other Stories” will be launching in Barcelona, Berlin, Copenhagen, London, Milan, Paris and Stockholm. Moreover an online store launches on in Belgium, Denmark, Finland, France, Germany, Italy, The Netherlands, Spain, Sweden and United Kingdom.

”All of us at & Other Stories are thrilled to open our first stores in some of the major European cities and we are looking forward to offering our collections to an even broader audience through,” Samuel Fernström, head of & Other Stories, said.

The new fashion brand will be offering women a range of shoes, bags, accessories, beauty and ready-to-wear to create their personal style, or story. The lines are diverse, ranging from masculine tailoring to feminine chic and are designed to provide endless styling choices.

According to H&M, the aim is to design lasting wardrobe treasures within a wide price range. In the creative ateliers in Paris and Stockholm diversified fashion collections are designed with great attention to detail and quality at an affordable price.