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H&M chooses UK for launch of first ARKET store

The Swedish H&M group will be opening a new store in London’s Regent Street under a new brand called ARKET later this year.

FASHION

H&M chooses UK for launch of first ARKET store

The Swedish H&M group will be opening a new store in London’s Regent Street under a new brand called ARKET later this year.

Offering clothing for women, men and children as well homewares, the London store will open in the early autumn and online in 18 European countries. The group is then planning to launch stores in Brussels, Copenhagen and Munich.

ARKET means 'sheet of paper' in Swedish.

Ulrika Bernhardtz, ARKET creative director, said: “It both relates to our origin in the Nordic tradition of functional, long-lasting design and symbolises the blank sheet, the sense of optimism and possibility we felt creating this new brand.”

The assortment will include ARKET’s own brand ready-to-wear, accessories and homeware items in addition to a selection of products from other brands. Stores will also include a café where the location permits.

Lars Axelsson, ARKET managing director, said: “A fantastic team with diverse backgrounds and areas of expertise have come together to build ARKET. We’re very excited to soon reveal the brand and share our collections with customers.”

 

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