This summer people strolling down Biblioteksgatan in Stockholm will experience a new addition to the street of luxurious high fashion when Collection of Style opens its doors. The chain of shops was started in 2007 and is H&M's way of branching out and hitting another consumer target than the ones who buy their trendy but very affordable fashion. They have 35 shops in eight countries (UK, Germany, Holland, Denmark, France, Spain, Ireland and Belgium) so far. The shop in Stockholm will be their first in Sweden and will give the style hungry shoppers an opportunity to buy their updated classics and timeless design without having to leave the country.
Not that shopping abroad isn't always fun.