Jump to Main ContentJump to Primary Navigation
Top

H&M to launch new fashion emporium in the UK this year

rexfeatures_5840699xi.jpg

It’s one of our go-to destinations for reasonably priced basics, quirky bits of homeware and the odd pair of brightly coloured shoes.

And now H&M looks set to siphon off even more of our bank balances, with the announcement that the brand is launching a new “modern-day market” in London later this year.

Selling “essential products for men, women, children and home” the new shopping destination will offer both its own products, as well as pieces from non-H&M brands.

Products in the shop will also be slightly pricier than the usual H&M fare, with men’s shirts costing from around £33 to £98.

"The overall direction and focus is quality in simple, timeless and functional designs,” Karl-Johan Persson, chief executive and president of the H&M group, said in a statement.

“There will be products in a broad price range, however in a slightly higher price segment than H&M with emphasis on materials, function and fit.”

clothing

Called Arket, the new shop will also house a cafe selling “new Nordic” food and drinks, to keep you replenished while you browse.

Due to open on Regent’s Street in either late summer or early August, the store’s products will also be available to shop online in 18 European countries, and the brand hopes to open further stores in Brussels, Copenhagen and Munich.


Read more: Get daily outfit inspiration with our round-up of the best A-list casual looks


“We really believe it’s relevant to a modern customer to bring different brands together — under one roof, under one channel — and to make that choice for them and also make it more convenient,” Ulrika Bernhardtz, Arket’s creative director, told Business of Fashion.

“The brand DNA is timeless, crisp, quality and warmth. Timeless is style beyond trend. And crisp is the counterpart to that: to be always relevant, modern and fresh.”

Arket will open in Regent Street later this year

Arket will open in Regent Street later this year

H&M own fashion favourites including & Other Stories and Cos, as well as their own-brand stores, so we can’t wait to see what offerings the new shop will have.


Read more: Say hello to the Topshop blouse that everyone is obsessed with on Instagram


And it’s almost worth visiting for the name “Arket” alone, which means “piece of paper” in Swedish and, according to Bernhardtz, “symbolises the blank sheet, the sense of optimism and possibility we felt creating this new brand.”

Excellent stuff.

Images: Rex Features/iStock

Related

sex and the city opening.jpeg

New SATC clip reveals one iconic fashion moment nearly didn’t happen

topshop.jpg

Say hello to the Topshop blouse that everyone is wearing on Instagram

andre-hunter-263233.jpg

This bridesmaid dress trend is on the rise

More

Fresh accessories for modern brides, inspired by Fashion Week trends

From striking ear cuffs to grown-up glitter shoes

by Anna Brech
20 Oct 2017

Stranger Things is coming to Topshop just in time for Halloween

Shop the retro-inspired line of tees and accessories

by Nicola Colyer
19 Oct 2017

This week's Style List: 30 red pick-me-ups

As seen in this week's mag

by Stylist
17 Oct 2017

Say hello to the Zara boots taking over Instagram this autumn

These boots are made for walking (all over your social media feed)

by Kayleigh Dray
17 Oct 2017

The best loungewear and PJs to get comfy in this winter

Hello sofa my old friend

by Amy Swales
13 Oct 2017

Daily outfit inspiration with our look at the best dressed A-listers

Casual dressing ideas from stylish celebrities

13 Oct 2017

This French accessory trend is back and we’re totally on board

The most effortless way to update your autumn/winter wardrobe

by Nicola Colyer
12 Oct 2017

Treasure trove of rare Versace pieces unveiled online

Immerse yourself in the fabulous world of the late, great designer

by Anna Brech
12 Oct 2017

ASOS is now offering same-day delivery, but there’s just one catch...

So long, last-minute outfit dilemmas

by Susan Devaney
12 Oct 2017

This week's Style List: 30 little pick-me-ups

As seen in this week's mag

by Stylist
11 Oct 2017