& Other Stories May Be Your New Favorite Brand, and Here's Why

If you're looking for the type of chic gear Net-a-Porter offers with a price tag closer to those of Forever21, New York newbie & Other Stories may be the retailer for you. The cult website owned by the prodigies who created H&M is like a mix of Etsy, Anthropologie, and Zara all rolled into one, and now they're launching in the US.

The first store will have a coveted SoHo address of 575 Broadway come Fall 2014, which fashion mavens may recognize as Prada's next-door neighbor. A mix of whimsical clothing without the hefty price tag will occupy the store's whopping 6,400 square feet of retail heaven. The New York store will mark a significant expansion for the brand, which launched in 2013 and has since opened stores in major cities throughout Europe, as well as an adorably designed online store. The online store has yet to begin shipping to the US, but considering its new home in New York City, other stateside locations can't be far behind.

The online store's vibe is decidedly whimsical and fun with a couture edge, and the site's layout evokes an incredibly feminine, ethereal Pinterest board. Combining inventory like leopard print suede slippers with elegant maxi dresses and funky sunglasses, & Other Stories has a style for everyone, whether you love a good bohemian skirt or a fashion-forward crop top. With reasonable prices, chic wares and a less frenetic pace than other high-street retailers, & Other Stories may have just taken the place of Anthropologie and H&M as our new favorite store.