There's COS. There's & Other Stories. There's Cheap Monday. Now, H&M is introducing another brand to its roster: Arket. According to Business of Fashion, Arket has been two years in the making and will be a "modern-day market that will offer essential products for men, women, children, and home." Stores will include a café with "new Nordic," "healthy" cuisine and prices will be slightly higher (with men's shirts starting at $42, for example).
"The brand DNA is timeless, crisp, quality, and warmth," Ulrika Bernhardtz, Arket's creative director, says. "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."
The first store will open on London's Regent Street this year either in late summer or fall, and the online shop will be available to 18 European countries. Store openings in Brussels, Copenhagen, and Munich will follow.
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