H&M’s new brand, Arket, has opened its second store in London’s Covent Garden. The store has focussed on the importance of in-store dining, providing a large Nordic style café that has a prominent store window position.

 The three-level shop has taken the opposite approach to its Regent Street sister store, allowing womenswear to take centre stage on the ground floor, along with homewares. Menswear is on first and children’s is in the basement.

 The new store is housed in a grey four-storey Art Deco building with the top floor being s stockroom. The concrete hues of the exterior continue in-store which has the sense that Muji has met Scandi as far as design is concerned.

 The brand takes an active showrooming approach providing a unique digital code for every product, enabling consumers to easily shop online. Arket is open for online shopping today in 18 countries but has just 4 physical stores in London, Copenhagen and Brussels with Stockholm to join this number soon. Store numbers are expected to grow significantly.

St. James's Ward

Long Acre, London, UK