H&M Teases New Lifestyle Brand ‘Arket’

‘Style beyond trend’ is how Swedish fashion giants H&M are pitching their new brand Arket.

‘Arket’ 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.” says Ulrika Bernhardtz, Arket‘s creative director.

The brand will sell its’ own range of products as well as a selection of pieces from other brands. Offering a selection of essentials for women, men, children and the home, Arket will offer customers a modern market for fashion and homeware.


“We really believe it’s relevant to a modern customer to bring different brands together — under one roof, under one channel” says Bernhardtz. Believing it’s their duty to provide a curated collection of items for consumers, Arket‘s philosophy is to add a personal and warm touch to the shopping experience. But also ensuring they stay modern, fresh and relevant by stocking carefully selected items from non-H&M brands.

After conducting extensive market research, Arket was born out of the realisation that there was a space in the market for “classic, quality products in an environment that should be both simple and inspiring…putting our own fantastic design together with complementary brands.” says Lars Alexsson, the brand’s managing director. Arket‘s first store is set to open at the end of Summer this year on Regent Street in London. Alongside the physical London store opening, online selling will begin across a selection of European countries, with others to follow soon after. Some of the physical stores that will open will also include a café that will sell ‘new Nordic’ cuisine, offering visitors healthy food to enjoy alongside their shopping experience, very much a modern-day market setting.

The H&M group is the owner of the most coveted Scandi brands across the world including & Other Stories, COS, Monki and WEEKDAY. Each brand has its’ own identity that fills a space in the style market that customers want and need – we’re certainly HUGE fans of all the brands here at NSM. H&M group’s chief executive and president Karl-Johan Persson says, “The overall direction [of Arket] and focus is quality in simple, timeless and functional designs. There will be products in a broad price range, however in a slightly higher price segment that H&M with emphasis on materials, function and fit.”

We trust and love H&M dearly and believe Arket will be a roaring success! I personally cannot wait to see how they fuse the shopping and dining settings in a physical store space and how the brand presents itself online in comparison to the other brands in H&M‘s portfolio such as & Other Stories and WEEKDAY. Arket, we look forward to meeting you soon!

Photo By: Business of Fashion