On Friday 15 September, H&M Group’s new store formula opens its doors on the Guldenvlieslaan in Brussels. The press got a sneak preview and discovered a surprising mixture of fashion, interior design and food.
Functional and sustainable
Arket’s store in Brussels is the first on mainland Europe and only its third in the world, following London and Copenhagen. The brand is focused on timeless, functional and sustainable “basics”, which is clearly visible in the store’s strict and clear store design, all based on Scandinavian minimalism. Quality is key when it comes to materials and shapes: the pricing is therefore also higher than for H&M.
Every item in Arket has a nine-digit code that identifies it and also refers to the division, category and material. This helps customers easily find their favourite items, both online and offline. The goal is to keep these basics in the product range for years to come, even though there will also be seasonal collections. Arket not only sells its own products, but also several well-known brands, like Adidas sneakers.
The store does not limit itself to fashion: in between the sweaters and shirts, you will find pepper mills (by Peugeot) and there is an interior design division, filled with trays, glasses and kitchen utensils… More surprising is its toy division. There are also cook books and a limited food range, containing organic and fairtrade olive oil, coffee, tea, balsamic oil… One can even consume things right there, because there is a bar that serves sandwiches, salads, yoghurts, coffee, tea and sodas.