An H&M Expansion

By Joann Plockova

A Swedish word meaning “sheet of paper,”ARKET is the H&M Group’s newest offering in the Stockholm-based company’s continually expanding lineup of brands. Launched this past summer with its first brick-and-mortar shop on London’s Regent Street and in 18 European markets online, the new brand is described as a “modern-day market.” Offering essential products for men, women, children and the home—from kitchen goods to scented body washes—the brand’s mission is to democratize quality through widely accessible, well-made, durable products designed to be used and loved for a long time.

Followed by openings in Copenhagen, Denmark; Brussels; and a second shop in London in Covent Garden at the end of September, the brand’s Regent Street flagship is spread across two floors in a corner building that was formerly a department store. With its interior designed by company Creative Director Ulrika Bernhardtz, the store’s monochromatic gray color palette highlights the quality and colors of the classic clothing and homewares that are stacked and stored in a shelving system inspired by archives. As with the Copenhagen and Covent Garden shops (the former is housed inside an 18th-century townhouse that served as the headquarters of the Royal Danish Mail until 1912), the Regent Street shop includes an ARKET café with single-origin coffee blends and a vegetarian menu based on the New Nordic Food Manifesto.

Offering the brand’s own products and a selection of goods from others, including Vela sneakers and Jonas of Sweden kitchen utensils, ARKET will see its next store openings in Munich, Stockholm and Amsterdam. The H&M Group as a whole will continue expanding, including a presence in new markets and the opening of its first standalone H&M Home stores this year.


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