Because H&M have named their luxury sister store '& Other Stories.'
Representative press officer for the Swedish brand, Camilla Emilsson explains that:
"It will be at a slightly higher price bracket and with a little better quality, but still stay within the framework of our business concept-fashion and quality at the best price."
Sounds promising. Here's hoping that H&M prove the fashion snobs wrong and have a runaway success in their new venture. Even if the name doesn't fill me with confidence just yet, I trust H&M's expertise in the high street.
And I trust anyone with that much attachment to the ampersand.