High street staple H&M is launching a new store brand this year, and it’ll be making its debut right in London. The new store, called Arket, will come to Regents Street at the end of the summer or in early autumn.
Arket will be H&M’s first new store brand in three years and will join its other brands, Other Stories, Cheap Monday, COS, Monki, Weekday, and of course, the classic H&M. The company says that the new brand will be a “modern-day market that will offer essential products for men, women, children and home.”
Arket’s price range will be a bit steeper compared to typical H&M prices, which it owes to its emphasis on functionality and timeless style. In a move really highlighting its market-like nature, it’ll sell H&M-affiliated brands as well as other brands outside of the H&M umbrella.
In an interview, Lars Axelsson, Arket’s managing director, said, “Today the customer is very busy. They are looking for convenience, but also a place that they can really enjoy.” Playing into the needs of this modern, busy shopper, Arket will also feature a café in some locations where customers will be able to dine on healthy, modern Nordic-inspired cuisine, inspired by the retailer’s Swedish roots.
The brand will first operate only in Europe before heading to other continents, with initial stores planned to open in Brussels, Copenhagen and Munich after its introduction in London. Arket will also sell its products online, initially to 18 cities around Europe after its opening.
“Arket” means “sheet of paper” in Swedish, which according to creative director Ulrika Bernhardtz, is a reference to “the Nordic tradition of functional, long-lasting design and symbolises the blank sheet, the sense of optimism and possibility we felt creating this new brand.”