H&M to Launch New High Fashion Brand in London

According to the BBC, Swedish fashion company H&M will launch its eighth fashion brand later this year, with the first outlet opening in London this autumn.

The new brand named, Arket, will provide “simple, timeless and functional designs” including clothes for adults and children, and household products.

Additions to the brand include:

  • Sitting in a slightly higher price segment than the main H&M brand.
  • Competition online and on the High Street, which is squeezing profits at the fashion giant.
  • After London, more Arket stores will follow in Brussels, Copenhagen and Munich, and the new brand will be launched online.
  • New stores that will also stock external brands, and some outlets that’ll include a cafe offering Scandinavian-style food.

They did not say any plans for the US in their brand idea launch, but H&M have already tried similar store plans quite a few times over on this side of the pond. H&M already operates a range of High Street brands including Cos, & Other Stories, Monki, Weekday and Cheap Monday. But the firm said market conditions were difficult for fashion retailers as it is changing both shoppers’ behavior and the way fashion companies operate.

“The brand DNA is timeless, crisp, quality, and warmth,” sad Ulrika Bernhardtz, Arket’s creative director. “Timeless is style beyond trend. And crisp is the counterpart to that: to be always relevant, modern and fresh. Quality is not only the feel of garments; it’s also how they are produced. Warmth is about being genuine and personal.”

England’s fashion capital is about to gain yet another incredible store to the big city!

Remi Helfant
Remi Helfant

Writer

Social media junkie who enjoys traveling, fashion and music! Attending concerts with thousands of strangers watching her favorite artists perform definitely has to be one of the best feelings in the world.

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