H&M just revealed exciting news.

The retailer is developing a new brand "completely different" from anything they've produced before, H&M CEO Karl-Johan Persson told Bloomberg.

Few details are available on the mysterious new brand, but it could launch as early as 2017.

Persson says it will also be nothing like the company's sister brands, according to Bloomberg.

The H&M group owns six brands, including Cheap Monday, COS, & Other Stories among others.

H&M is known for introducing exciting collaborations and concepts to their customers.

Last year the retailer teamed up with Alexander Wang for an incredibly successful collection; it's also unveiling a highly anticipated line with luxury brand Balmain in November.

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