& Other Stories occupies the upper end of the accessible premium segment in UK womenswear - broadly the £50-£200 price band for clothing, where it competes with COS, Arket, Whistles, and, at the stretch end, & Other Stories' own heritage stablemates within the H&M Group. The segment is moderately competitive rather than brutally consolidated: a handful of credible players with distinct aesthetics vie for the same customer, who tends to be mid-career, design-aware, and increasingly resistant to fast fashion volume.

Promotional cadence in this segment follows a fairly predictable rhythm: end-of-season clearance events, a mid-season markdown, and periodic flash deals to drive acquisition. The current 50%-off benchmark across active deals is consistent with standard clearance depth for a brand at this price point - deep enough to clear stock without devaluing the full-price positioning. Student discount programmes via Unidays and Student Beans are now close to table stakes for brands targeting under-25s, offering a lower-friction route to acquisition than paid social.

Channel mix skews heavily digital for & Other Stories in the UK, with physical retail functioning as brand experience rather than volume driver. Online basket values in this category typically range from £80 to £150, with beauty cross-sells a meaningful contributor to order frequency among existing customers. Repeat purchase behaviour is stronger than in fast fashion given the product durability, though it also means the customer base refreshes more slowly - making new customer acquisition, via discounts and affiliate channels like CodeHut, proportionally more valuable to the brand.

About & Other Stories

& Other Stories sits in an interesting pocket of the market - premium-feeling without the price tag that makes you wince. Born from the H&M Group stable, it positions itself as the more considered, design-led sibling to COS, selling women's clothing, shoes, bags, beauty products, and accessories across its own website and a handful of physical stores. The aesthetic leans heavily on European minimalism: clean lines, earthy palettes, the occasional bold print. If you've ever stood in a COS fitting room wondering whether it was too austere, & Other Stories is roughly the answer to that question.

Shopping on stories.com works as you'd expect from a mid-market fashion retailer of this calibre. The site is well organised, photography is strong, and sizing information is more useful than average. The beauty range is genuinely worth a look - this isn't a token cosmetics shelf bolted on for revenue, it's a proper edit of skincare, fragrance, and makeup that often gets overlooked.

The honest weakness is returns. The process is manageable, but it's not frictionless in the way that ASOS or Zara have trained shoppers to expect. Free returns aren't guaranteed, which matters if you're ordering multiple sizes to try. Check the current returns policy before you commit to a big basket.

On pricing, & Other Stories competes most directly with COS, Arket, and - depending on the piece - Reiss and & Other Stories' own sibling brands. Against fast fashion it looks expensive; against true designer it looks very reasonable. The sweet spot is someone who wants considered design without paying Totême prices.

There's no loyalty programme or subscription tier to speak of, which is a mild shame given the repeat-purchase potential of the beauty range. The main route to a discount is via the newsletter - sign-up codes do appear - and student discounts through both Unidays and Student Beans, which offer around 12% off. Neither is spectacular, but they're real money on a larger order.

Delivery costs and thresholds shift periodically, but free standard delivery on orders above a certain value is regularly available, sometimes as a standalone deal. Next-day options exist but come at a premium. For most shoppers, standard delivery is perfectly adequate - this isn't a brand you order from at 11pm needing it by morning.

Honest verdict: & Other Stories suits someone who shops deliberately rather than impulsively, who wants clothes that last more than a season, and who doesn't mind spending a bit more per item in exchange for not replacing things constantly. Students get a reasonable discount; NHS workers should check the current deals page, as provision here is inconsistent. If you're purely bargain-hunting, the sale periods are when this brand makes the most sense - currently there are discounts ranging from 10% to 70% off across active deals, with the most commonly applied being around 50%.

How to use a & Other Stories discount code

Browse stories.com and add items to your bag as normal. The discount code box doesn't appear until checkout, so don't panic if you can't find it on the product page.
Click the bag icon to proceed to checkout. You'll be prompted to sign in, register, or continue as a guest - all three routes lead to the same place.
On the order summary page, look for a field labelled "Discount code" or "Promo code". It's usually positioned just above or below the order total, not always immediately obvious on mobile.
Type or paste the code exactly as listed - capitalisation sometimes matters, and trailing spaces cause more failed redemptions than people realise. Hit "Apply"; the discount won't register until you press that button.
Confirm the discount has been deducted from your total before entering payment details. If it hasn't, double-check the code's expiry date and whether your basket meets any minimum spend requirement - some codes exclude sale items.

& Other Stories shopping tips

Act on expiring codes quickly. Nine of the current codes are due to expire within the week, which is an unusually tight window. If you're sitting on a code, now is not the time to deliberate over colour choices.
The sale tiers are worth understanding. Mid-season sale, last chance items, and end-of-season sale all carry different discount depths - currently ranging up to 70%. Last chance items tend to go furthest on discount but also disappear fastest, often without restock.
Stack sale timing with a student discount. If you're a student, the Unidays or Student Beans discount (around 12%) can sometimes be applied on top of sale pricing. Check the terms carefully - exclusions vary by promotion - but when it works, the combined saving is meaningful.
The newsletter sign-up discount is a genuine offer. Unlike some retailers where the welcome email is largely decorative, & Other Stories newsletter sign-up codes (currently around 15% off) represent a real saving, particularly on full-price pieces. Worth doing before your first order.
Check free delivery thresholds before padding your basket. It's easy to add an extra item just to qualify for free delivery, then spend more than you saved. Do the arithmetic - sometimes paying the delivery fee is cheaper than buying something you didn't need.
The beauty section runs its own promotions. Fragrance and skincare deals sometimes appear separately from clothing sales. If you're already placing a clothing order, it's worth checking whether any beauty bundles or offers apply - consolidating into one order saves on delivery regardless.
Size out quickly in sale periods. & Other Stories doesn't operate a limitless warehouse. Popular sizes vanish first, and restocking during sale is rare. If something fits and the price is right, waiting is usually a mistake.
With only 1 active voucher code currently live (versus 8 deals), most savings right now come through automatic discounts rather than codes you need to enter. No code, no hassle - but do check the deals tab rather than assuming nothing's available.

& Other Stories promotions FAQs

Yes, & Other Stories does offer discount codes, though the number of active codes at any given time varies. Currently there is 1 active voucher code and 8 deals listed on this page, covering discounts from 10% up to 70% off. Many of the best savings come through automatic deals — such as sale reductions — rather than codes you need to manually enter. The newsletter sign-up and student discount programmes are the most reliable sources of ongoing code-based discounts. Checking this page before any purchase is the easiest way to see what's live.

& Other Stories doesn't currently have a consistently advertised NHS or key worker discount programme. Unlike some retailers that have partnered with Blue Light Card or Health Service Discounts, & Other Stories hasn't made this a permanent fixture. It's worth checking this deals page and searching the Blue Light Card website directly, as arrangements can change. If there's nothing there, the best alternative for NHS workers is likely the sale events, which currently reach up to 70% off, or checking whether a student or newsletter sign-up code applies to your order.

Yes. & Other Stories offers a student discount through both Unidays and Student Beans, currently at around 12% off. Neither requires a code to be manually entered — you verify your student status through the respective platform and the discount is applied automatically or via a linked account. The Unidays route is particularly seamless if you already have an account. Do check the terms, as student discounts sometimes exclude sale or already-reduced items. If you can combine the discount with a sale period, the saving becomes noticeably more worthwhile.

Free delivery is available at & Other Stories, typically above a minimum order threshold. The exact figure shifts periodically, so the current requirement is best confirmed on the delivery information page on stories.com before you check out. Occasionally, free delivery is offered as a standalone deal with no minimum spend — check this page for live promotions. Standard delivery is adequate for most purchases. If you're close to a threshold, it's worth doing the maths: sometimes paying for delivery is cheaper than adding an item purely to qualify for free shipping.

Add your items to the bag on stories.com and proceed to checkout — the discount code field only appears at the checkout stage, not on product pages. Sign in, register, or continue as a guest. On the order summary screen, find the promo code or discount code field, typically positioned near the order total. Paste the code exactly as shown — watch for trailing spaces and capitalisation. Press the Apply button; the discount won't register without that step. Confirm the saving appears in your order total before entering payment details, and check whether minimum spend or sale item exclusions apply.

The most common reasons are: the code has expired (nine current codes expire within the week, so timing matters), your basket doesn't meet a minimum spend requirement, or the code excludes sale or already-reduced items. Trailing spaces when copying a code are a surprisingly frequent culprit — paste carefully and check there's no invisible character at the end. Some codes are single-use or account-specific, particularly newsletter welcome codes. If you've checked all of these and it still won't apply, the code may have been deactivated early. Try another deal from this page or contact & Other Stories customer service directly.

Generally, & Other Stories doesn't allow multiple promotional codes to be stacked in a single transaction — one code per order is the standard rule. However, automatic discounts such as sale reductions are applied separately from promo codes, so a sale item may already reflect a significant markdown before any code is entered. The exception to watch for is student discounts via Unidays or Student Beans, which sometimes combine with promotional pricing — check the specific terms of each offer before assuming they stack, as this varies by promotion.

Yes. A first order discount is currently listed among the active deals on this page — typically in the region of 10% off. The newsletter sign-up discount is also a reliable route to a first-purchase saving, currently at around 15% off. These two can sometimes overlap, so if you're a new customer, sign up for the newsletter and check whether the welcome email code differs from the first-order deal listed here. Either way, there's a genuine saving available for new customers that makes it worth pausing before placing your first order at full price.

The clearest buying windows are end-of-season sales and mid-season markdowns, when discounts currently reach up to 70%. The mid-season sale and last chance items are live right now, with the most common discount sitting at 50%. January and summer sale periods historically offer the broadest range of reduced stock, though popular sizes go quickly. If you're not size-flexible, shopping earlier in a sale at a shallower discount is often smarter than waiting for maximum reductions with limited stock. Nine codes are due to expire within the week, which makes this a particularly active moment to buy.

Yes, & Other Stories runs regular seasonal sales — primarily end-of-season clearance events in January and July, plus mid-season sales in between. There are currently active sale events on this page, including a summer sale at up to 70% off and a mid-season sale at 50% off. Last chance items tend to carry the heaviest discounts but disappear without restock. The brand's promotional cadence is fairly predictable if you're prepared to wait, though specific sale timing and depth can shift year to year. Checking this page at the start of each month is a low-effort way to stay across what's running.

Yes, and it's genuinely worth knowing about. The beauty range — skincare, fragrance, makeup, and haircare — is a proper edit rather than a token addition, and it sits on the same site alongside clothing and accessories. Beauty products are sometimes covered by existing discount codes, though some promotions apply only to clothing or exclude specific categories. If you're already placing a clothing order, it's worth checking whether any beauty offers are running in parallel. Consolidating into one order saves on delivery, and the beauty range occasionally features in its own bundles or promotions separate from the main clothing sales.

No, & Other Stories doesn't currently operate a formal loyalty programme or points-based rewards scheme. There's no membership tier, cashback structure, or frequent-buyer benefit beyond the standard promotional activity. The most consistent route to ongoing savings is via the newsletter — which delivers periodic discount codes — and student discount programmes through Unidays and Student Beans for eligible shoppers. Beyond that, the brand relies on sale events and seasonal promotions rather than a structured loyalty mechanic. If a loyalty scheme ever launches, it would likely appear on the stories.com account section first.

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