& Other Stories NYC Opening
Credit: Shawn Brackbill

It looks like H&M is planning a takeover! The mega-retailer, who announced earlier this year it was bringing its upscale sister brand COS to America, has since opened the first United States location of its other popular spinoff label, & Other Stories.

Open for your shopping pleasure starting today in New York City's SoHo district, & Other Stories is sure to attract some major foot traffic. The 6,400-square foot store is located on a prime stretch of real estate (575 Broadway) and carries a full selection of ready-to-wear, shoes, bags and jewelry. With prices slightly higher than H&M and slightly lower than COS—most in line with stores like Zara and Topshop—& Other Stories features a more curated (read: less overwhelming) selection of items, but with a touch of versatility. Their collections are built around inspiring fashion stories, ranging from polished tailored pieces to quirky bohemian-inspired designs, all created to provide endless styling choices.

Not in NYC? No need to panic. The brand has also launched a US e-commerce site in tandem with the store's opening. Check out & Other Stories on now.