The Swedish retailer is expanding their business and have been said to have registered a new brand name and logo which will be running along side their current worldwide popular brand H&M. This new brand is set to be released in 2013 and will be at a higher price range compared to their usual stock "but still stay within the framework of our business concept-fashion and quality at the best price." (press officer Camilla Emilsson at Swedish Newspaper Dagen's Nyheter).
It is clear that this creation has come from their many collaborations with higher-end fashion brands such as Jimmy Choo, Versace, Lanvin and most recently Marni, and their success and popularity from it.
This will certainly be an new and exciting step for the brand!
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