H&M’s new brand confirms launch date


Regent Street in London is the first location for Arket

Swedish fashion retailer H&M’s new brand, Arket, will launch their first store at Regent Street in London and online in 18 European markets on August 25.

“We’ve been working towards this day for over two years, and look forward to finally meeting our first customers in London as well as throughout Europe online,” said Lars Axelsson, managing director.

As part of the launch, H&M said consumers who sign up to the Artket mailing list can access the online store on August 23, two days before the official launch, and can shop at a reduced rate for a limited period.

According to the fast-fashion giant, the new brand will be a modern-day market, offering essential products for men, women, children and the home.

The new brand has accumulated over 28,000 followers on Instagram and 5000 on Facebook, ahead of the launch.

Ulrika Bernhardtz, creative director, recently said they picked the name Arket,which means ‘sheet of paper’ in Swedish, because it relates to both their origin in the Nordic tradition of functional, long-lasting design and symbolises the blank sheet, “the sense of optimism and possibility they felt when creating the new brand.”

The Swedish fashion retailer will launch its first hometown store in Sweden at Biblioteksgatan 9, in the heart of Stockholm’s shopping district Bibliotekstan and will open in the spring of 2018, following the launch this autumn on Regent Street in London. The London store will be followed by stores in Brussels, Copenhagen and Munich. The brand will be present online in Sweden as well as 17 other countries from the first day of the brand’s launch in London.

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