H&M is launching its first-ever airport store for its women’s fashion brand & Other Stories at Stockholm’s Arlanda Airport in early 2025. This marks H&M’s return to the airport retail space after a decade, aiming to tap into the 22 million passengers passing through Arlanda. The & Other Stories store, located in Terminal 5's new marketplace, will offer a curated selection of clothing, accessories, and beauty items designed in Paris and Stockholm, tailored specifically for travelers. Operated by travel retailer Avolta under a six-year contract, the 1,300-square-foot store highlights a strategic focus on Scandinavian brands. This move reflects H&M Group’s broader efforts to adapt to flat sales and potentially signals a renewed push into the travel retail space.
