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& Other Stories to open store in King's Cross

Lauretta Roberts
18 July 2017

H&M-owned & Other Stories is set to open a new store at King's Cross; arriving in the autumn the store will be its fifth in the UK capital.

The 5,920 sq ft store will be located on the King's Boulevard and will join a number of other big name brands and retailers to have announced stores in the revamped location including Jigsaw, 18montrose and Carhartt WIP.

"We’re thrilled to have found a great location in the King’s Cross neighbourhood. There’s a very creative atmosphere here with Central Saint Martins just around the corner, making us feel right at home. We can’t wait to open our doors this autumn," said & Other Stories managing director Samuel Fernström.

The brand's other London locations include Regent Street (its original UK store opened in 2013), King's Road, Oxford Street and Covent Garden. It also has stores in Kingston upon Thames, Leeds and Manchester.

Annual footfall on King’s Boulevard is estimated to reach 18m by 2019 and in autumn 2018 the main concentration of retail at King’s Cross at Coal Drops Yard will open, offering 100,000 sq ft of space for 65 shops and a major restaurant.

Craig White, project director at Argent, said: “The retail evolution at King’s Cross is continuing at pace and the addition of & Other Stories joining Jigsaw and Carhartt WIP on King’s Boulevard later this year, is exciting news for shoppers who will be treated to influential brands with fresh approaches to visual merchandizing innovation, handpicked to bring the very best in fashion and lifestyle to the area.”

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