When the H&M group announced that it would be launching a new brand called ARKET, we were so unbelievably excited.
The brand, which today opens at 224 Regent Street in London, and online at arket.com, is set to open in 18 European markets. The store sells products for women, men, children and the home. And get this: There will even be a café on site. You might never need to leave.
The café will be based on the New Nordic Kitchen and its vision of quality ingredients and healthy living.
"We are incredibly happy to introduce ARKET and its collections, and welcome our first customers into our stores on Regent Street and online at arket.com. Our team has been working towards this day for over two years, and we are excited to finally share the results", says Lars Axelsson, Managing Director.
For those of you who don't know, ARKET means ‘sheet of paper’ in Swedish. "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," says Ulrika Bernhardtz, Creative Director.
GLAMOUR's fashion team had a sneak peek of the new collection, and they loved it.
Fashion Director Natalie Hartley said: "I love the collection - it feels luxurious but understated. You can get your staples here as well as pieces with unique design but for the right price. At the same time you can match your wardrobe to your home, with interiors pieces that are affordable and design led. ARKET is not just a trend-led fashion house, it's a new way of shopping."
Locations opening later this year: ARKET in Copenhagen opens on 1 September, then we'll have stores in Brussels, Munich and in London’s Covent Garden.
Follow on Instagram for all of the latest on the new brand @arketofficial.
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