The glamorous Swedish brand & Other Stories will finally open its new flagship store on Friday, December 9th.

& Other Stories, the upmarket fashion brand owned by Swedish retail giant H&M, is to open the new Dublin store just in time for the busy Christmas period and eager shoppers looking to bag a bargain.Despite being just three years old, the Swedish label already has a large fan base here, shipping to Irish customers via its website.

The retail giant announced earlier this year that it would lease the former Awear store at the heart of Grafton Street. The building has been completely overhauled ahead of its Christmas opening.Building owner Aviva Investors spent €5 million on the refurbishment and reconfiguration of the block which has 990sq m (10,656sq ft) of retail space at basement, ground and first-floor levels and 836sq m (9,000sq ft) of office accommodation on three upper floors.The store space was at the centre of intense competition between leading international traders earlier this year. The space will be rented at €925,000 per year.

& Other Stories are known for their distinctive fashion forward designs and affordable prices and the Dublin flagship is expected to carry a full range of women’s clothes, shoes and accessories.H&M also owns the Cos brand, which operates in Ireland via a store on Wicklow Street and in outlets of Brown Thomas.Grafton Street will undergo even more change when Victoria’s Secret, probably the US’s most famous women’s lingerie companies, replaces BT2 in one of the most prominent stores on Dublin’s Grafton Street, right across from & Other Stories.