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© H&M
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H&M Launches New Lifestyle Brand, ARKET

Picture of India Doyle
Updated: 2 June 2017
Swedish retail giant H&M have announced the launch of a new lifestyle brand, ARKET.

With its name meaning ‘a sheet of paper’, the latest venture will offer a collection of timeless pieces for men, women and children, alongside homeware. The stores will also stock non-H&M brands. In some stores, an ARKET café will offer Nordic cuisine to ensure a truly holistic experience.

The first store is set to launch in London later this year along with their online website, which will sell to 18 regions.

‘Timeless is style beyond trend,’ ARKET’s creative director Ulrika Bernhardtz said, summarising the idea behind the brand to Business of Fashion. ‘And crisp is the counterpart to that: to be always relevant, modern and fresh.’

The announcement comes at a time when the H&M group is going from strength to strength, and highlights the enduring, global appeal of ‘Scandi Style‘.