SUBSCRIBERS

H&M working on mysterious new brand set for 2017 launch

It's also investing heavily in e-commerce and higher-end brands like COS, and launching a beauty line in July

Published Sun, Jun 28, 2015 · 09:50 PM

New York

SWEDEN'S Hennes & Mauritz (H&M), the world's second-biggest fashion retailer, is looking into new store concepts and may launch an all-new brand that's nothing like its flagship label.

The upcoming concept could be introduced in 2017 and "will be completely different from H&M", CEO Karl-Johan Persson said in an interview last Thursday. It won't be similar to H&M's sister brands either, he said.