& Other Stories is exploring new ways to connect with consumers

RetailME Bureau

Part of the Swedish H&M Group, & Other Stories is exploring new ways to connect with consumers, inviting them into a world of wardrobe treasures and beauty products presented through a vending machine. Recently, the brand has presented a tailormade vending machine on the second floor of Galeries Lafayette – an experience that is filled with fragrances from its bath and body range.

Commenting on how & Other Stories is exploring new ways to connect with consumers, Ebba Kettner, head of brand design at & Other Stories, said, “We felt very inspired by the idea of creating our own vending machine experience, turning it into a mini version of our stores. It has special features conveying several layers of our world. We hope that it will make people curious and inspire them to explore our stories.”

By reviving a vending machine, & Other Stories seeks to turn a seemingly forgotten space into a little hub that serves up fragrances and beauty products while telling a story. The project is a collaboration between & Other Stories and The Laboratory, H&M Group. For customers who already know & Other Stories, this vending machine can work as a quick shop to get their hands on a beauty favourite, and for new customers, it will be a way to discover their world of fragrance.

“We strive to constantly develop and challenge ourselves and there is always room for interesting new ideas and initiatives. With this pilot together with & Other Stories, we want to offer a great customer experience with convenience and local relevance by being present in customers’ everyday life. We test small and scale smart with the learnings, starting with one location in Paris,” added Anna Tillberg Pantzar, head of The Laboratory, H&M Group.


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