High street fashion chain H&M have announced the launch of a new sub-brand named Arket, which will launch online in early autumn along with the first flagship store on Regent Street in London.
The label, which means “paper” in Swedish, will include collections of menswear, womenswear, kidswear, and homewares, priced at a slightly higher bracket than the core range at H&M.
Arket stores will be designed around a lifestyle concept and include cafes serving modern, healthy Nordic cuisine. There are another three stores planned to open in Brussels, Copenhagen, and Munich.
H&M have previously launched a number of other successful brands including & Other Stories, COS, Monki, Weekday, and Cheap Monday. The Arket label aims to offer classic, quality pieces rather than trend-led fashions, alongside collaborations with other external brands.
The new Arket Regent Street store will occupy the space between H&M and COS that was previously a Banana Republic store.