& Other Stories
Clothing · 65+ locations · NYC, London, and other markets across Europe, Asia, and the Middle East
& Other Stories looks like an independent Scandinavian label, but it's a wholly owned H&M Group banner conceived internally in 2013: no founder, ever. The Persson family controls the votes, and Dutch regulators found H&M's flagship 'sustainable' clothing line's marketing claims unsubstantiated in 2022.
The Big Picture
& Other Stories presents as an independent-minded Scandinavian label but answers entirely to Hennes & Mauritz AB, the publicly traded company the Persson family still controls through majority voting shares. Its supply-chain transparency and climate disclosure rank among the best in fast fashion, even as Dutch and Norwegian regulators have separately found its sustainability marketing overstated the truth. The brand's New York retail workers unionized and won a contract in 2026, while an unresolved wage-and-hour lawsuit against the same US entity remains in federal court.
The Dirty Details
Ownership
H&M GroupConglomerate
H & M Hennes & Mauritz AB is the Stockholm-based parent of H&M and five other banners, including & Other Stories, COS, and Weekday, trading on Nasdaq Stockholm. The founding Persson family has been steadily buying shares and held roughly 68% of capital and 85% of voting rights as of 30 June 2026, a stake large enough to fuel speculation about an eventual take-private.
Annual revenue: SEK 228.3B (FY2025)
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Company data last updated July 2026
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