After all the success they had with Monki, COS, and & Other Stories (yep, they’re all run by the same overarching brand), it’s no surprise that H&M would go ahead and open up another store in London.
But it’s still pretty exciting news.
Mostly because we tend to think of H&M as old reliable – somewhere we can nip to on our lunch break to find something wearable for a last-minute date or an outfit for the next day. Anything they do is going to be good.
Their new brand and accompanying concept store is called Arket. As in, market without the ‘m’, but also the Swedish for ‘sheet of paper’.
That’s because the entirety of the brand is inspired by a blank sheet of paper. Naturally.
It’ll be a giant store selling its own range of womenswear, menswear, homeware, and children’s clothes, alongside other non-H&M bits.
All the pieces are meant to be ‘high-quality and long-lasting products at an affordable price’, which sounds nice.
But here’s the most exciting bit: the first Arket store will sit on Regent Street, and it’ll have its own special café serving healthy, Nordic delights.
If H&M’s clothes are decent, we’re pretty jazzed about the idea of their food. Especially if it means we’ll get to take a shopping break to have lunch, IKEA style.
In addition to the IRL store on Regent Street, Arket will also have online stores available in 18 European countries. In the future, they plan to open locations in Brussels, Copenhagen, and Munich.
Prepare to clear some space in your wardrobe. And in your tummy. It’s eating + shopping time.