H&M is dipping its toes into experiential retail. The fast-fashion giant will launch a new brand in London, dubbed Arket, that will sell essential products for men, women, children and home. The first retail location also will feature a café concept offering “new Nordic” cuisine.
Arket, which means “sheet of paper” in Swedish, will offer its own line of products along with a selection from non-H&M brands, Business of Fashion reports. The items will cost slightly more than H&M goods, comparable to other H&M-owned brands such as & Other Stories and COS. For example, men’s shirts will start at $42 and max out at $124.
The company is hoping to target customers looking for a convenient yet inspiring shopping experience.
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“Starting this project, a little bit over two years ago, we did quite extensive research and what we clearly saw was a broad customer base out there who are looking for classic, quality products in an environment that should be both simple and inspiring, but also putting our own fantastic design together with complementary brands,” said Lars Axelsson, Arket’s Managing Director in a statement. “Today the customer is very busy. They are looking for convenience, but also a place that they can really enjoy.”
Ulrica Bernhardt, the retailer’s Creative Director, added that the addition of the café “will make the modern-day market a destination where [customers] can both shop and enjoy healthy food.”
Arket will open on London’s Regent Street in late summer or early autumn 2017. The brand will start trading online in 18 European countries and open additional stores in Brussels, Copenhagen and Munich.
