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What we know about H&M's new brand Arket

There are no plans to open a store in Malaysia yet

By Verinia Khoo | Published: 30 Mar 2017

H&M to open Arket
Sorry, these are NOT products from Arket (Photo: H&M/Instagram)

We've been kept in the dark since H&M Group last hinted that it had a new brand in the works, but the wait is finally over. The Swedish fast-fashion giant is introducing Arket to its repertoire of brands this year, and here's what we know about it so far.

When and where
The first Arket store is set to open in London's Regent Street this late summer or early autumn. Arket will also simultaneously launch its e-commerce site in 18 European countries before opening physical stores in Brussels, Copenhagen and Munich later on. Malaysia isn't on the schedule yet, but keep your fingers crossed.

Arket is a reference to the word 'market'
The name also means 'sheet of paper' in Swedish. "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," creative director Ulrika Bernhardtz told Business of Fashion.

 

A post shared by The Business of Fashion (@bof) on

What's in store
Arket's aesthetic has not yet been revealed yet (sorry, the pretty flatlay you see is from H&M), but we know that Arket is a "modern-day market that will offer essential products for men, women, children and home". It will also offer selected items from other non-H&M brands.

"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," said Ulrika.

An in-store cafe offering Nordic cuisine
"We are adding on a cafe that will make the modern-day market a destination where you can both shop and enjoy healthy food," Ulrika explained.

The price range
Arket's products will be priced slightly higher than that of H&M's; men's shirts will be available at a starting price of $42 (approx. RM185).

"The overall direction and focus is quality in simple, timeless and functional designs," said Karl-Johan Persson, chief executive and president of the H&M group. "There will be products in a broad price range, however in a slightly higher price segment than H&M with emphasis on materials, function and fit."

Related: Exclusive: How the H&M Conscious Exclusive 2017 collection was made
Related: First look at the H&M Spring 2017 collection


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