H&M's new store chain, Arket, launches today

Swedish fashion group H&M is opening its new store formula, Arket, in London’s Regent Street today. The formula will also arrive in Brussels on 17 September.

Minimalist

Looking at Arket, it appears to be H&M’s most Scandinavian brand: it does not focus on rapidly-changing collections, but on a range of basic items that will be altered depending on the season. Regardless of that, these items will be available the entire year round, in different colours. The chain does not target short-lived trends, but actual classics. Its prices will be part of H&M’s more expensive ranges. “We have chosen the things that you really need, but the best version of those”, creative director Ulrika Bernhardtz said. The chain will also sell a small collection from other brands, like Adidas, Nike and Veja.

That simplicity is also clear in its store design, with white walls, racks and tables. The floor is a simple yet robust parquet floor. Customers will also not be bombarded with information throughout the store. Everything can be researched at Arket’s website and a code will refer the customer to all of the factual information about that particular item.

General manager Lars Axelsson said an Arket store should feel like shopping at a market and in that regard, the chain added a coffee bar with a small selection of drinks and salads. The Arket locations should become a place where the customer wants to be instead of being just a location where people come to shop.