ARKET OPENS IN LONDON

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H&M has delivered a new brand to reinvigorate the high street, Arket, which has opened its first store globally in London. The fashionable brand’s style lands somewhere between & other stories and Cos, with higher prices than its sister brand H&M.

The two-level Arket store at 10,763sq ft offers womenswear, menswear, childrenswear and homewares. It also has the obligatory café, which has a Nordic dining feel. Unusually menswear, homewares and cafe are on the ground floor, with women’s and children’s on the second floor.

The store design is industrial minimalism and is dominated by white and gray space.  The clothing is presented in sleek compartmentalised cupboards and shelving in what feels like muji meets Scandi.

ARKET OPENS IN LONDON

ARKET OPENS IN LONDON

In efforts to merge the physical and the digital, every clothing item in Arket’s archive is identified by a nine-digit code allowing the customer to easily search online and find the fabric in new styles.

The brand has new stores planned for Brussels, Copenhagen and Munich and is now trading online.

West End Ward

224 Regent St, Soho, London W1B 3BR, UK