Arket opens in August 2017!

Already in 2015 it had been speculated that H & M is working on a new brand. Now the industry magazine Business of Fashion announces exclusively what the Swedish textile giant has kept secret for so long. In late summer, the first shop of the Arket brand opens. More precisely: On 25th August the doors will be opened on London's Regent Street. At the same time, the online shop is at the start. According to H & M, the store should be "a modern marketplace".

All known information about Arket at a glance:

• Arket sells products for women, men and children. A home collection is also part of the offer.
• In addition to original Arket parts also a selection of products from other brands should be sold.
• The focus should be on quality and simple, timeless and functional designs.
• According to Urika Bernhardtz, creative director of Arket, they rely on the approach "style beyond trend". The designs should be relevant, modern and fresh, but not trend-driven.
• According to the company, the price range will be slightly higher than at H & M.
• The first Arket shop will open on 25th August 2017 in London. At the same time, the online shop arket.com, which will serve 18 European countries, launches.
• According to H & M information, more stores are planned. In Germany, therefore, Munich is said to be in discussion as a location, in addition to opening branches in Brussels and Copenhagen.
• In some branches, there will be cafés that will serve trendy dishes of "new Nordic cuisine".
• The name Arket in Swedish means "piece of paper". "This refers to our Nordic tradition with its functional, durable design and also figuratively symbolizes the white sheet of paper, the feeling of optimism and the many possibilities that we felt when we developed the brand," explains Ulrika Bernhardtz of arket.

The concept of the latest addition to the H & M family sounds interesting in any case. We are curious how Arket will differ from other offers of the H & M Group such as & Other Stories, Cos, Monki and Weekday - and look forward to the first opening in Germany.

Impressions of Arket

On the Instagram page of Arket more and more impressions of the upcoming collection are shown. The label uses high-quality materials such as organic merino wool, cashmere and organic denim. The classic cuts are reminiscent of the H & M sister Cos with their valuable basics.

View this post on Instagram

201. Long staple cotton, single jersey 310O. Organic cotton, poplin 310. Cotton, paper poplin 061O. Organic extra-fine merino, rib knit 015. Recycled wool blend, plain knit 088. Cashmere blend, cardigan knit 355O. Organic cotton denim, rigid twill #ARKET

A post shared by ARKET (@arketofficial) on Jun 1, 2017 at 11:01 am PDT

A post shared by ARKET (@arketofficial) on Aug 8, 2017 at 10:31

A post shared by ARKET (@arketofficial) on Aug 9, 2017 at 6:18 pm

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First collection preview. Royal Geographical Society, 1 Kensington Gore, London. 2 June 2017. #ARKET

A post shared by ARKET (@arketofficial) on Jun 2, 2017 at 12:08 am PDT

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