The Swedish fast-fashion giant is launching a new retail store rooted in “style beyond trend.” We can’t wait.
The H&M group is launching a new ‘more upmarket’ clothing and homeward brand — its eighth to date. The retailer will be a “modern-day market that will offer essential products for men, women, children and home,” according to the company. Arket’s first retail store will open on London’s Regent Street in late summer or early autumn of this year.
Expect minimalist Scandi classics with all things cozy at accessible price points. Simple, timeless and functional designs for hygge lovers: Arket will sell its own products alongside a selection of products from non-H&M brands in a slightly higher price segment than the main H&M brand, with men’s shirts, for example, starting at €39 (about $42) and stretching up to €115.
“We really believe it’s relevant to a modern customer to bring different brands together — under one roof, under one channel — and to make that choice for them and also make it more convenient,” Ulrika Bernhardtz, Arket’s creative director, told BoF.
“The brand DNA is timeless, crisp, quality and warmth,” Bernhardtz continued. “Timeless is style beyond trend. And crisp is the counterpart to that: to be always relevant, modern and fresh. Quality is not only the feel of garments; it’s also how they are produced. Warmth is about being genuine and personal.”
Arket means “sheet of paper” in Swedish, in addition to its phonetic link to “market”. “It both relates to our origin in 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,” added Bernhardtz.
Select Arket stores will include a café concept featuring ‘new Nordic’ cuisine. This will make the modern-day market a destination where you can both shop and enjoy healthy food. Swedish meatballs, anyone?
The new brand will simultaneously start trading online in 18 European countries, with additional stores to follow in Brussels, Copenhagen and Munich. “We are looking into more cities obviously, but our main focus is Europe and we are starting there.” We CAN’T wait until fall.
H&M Arket is the latest addition to H&M’s growing brand portfolio, which includes & Other Stories, Cheap Monday, Cos, Monki, and Weekday.