H&M is about to deliver a new retail brand that’s sure to find a place in your heart.
According to Glamour, the global retailer will soon launch “Arket,” a clothing brand that attempts to “hygge, the Scandinavian obsession with all things cozy, directly to your shopping experience.”
Business of Fashion reports that the new brand will offer men’s, women’s and children’s clothing as well as homewares. Stores will sell both Arket’s products, brands beyond the ownership of H&M and even cafés, reports Glamour, while products will cost a little more than average H&M products.
With the first location opening in London later this year, creative director Ulrika Bernhardtz told Business of Fashion that Arket’s signature style will be one of timelessness, reports Glamour.
“The brand DNA is timeless, crisp, quality, and warmth. Timeless is style beyond trend. And crisp is the counterpart to that: to be always relevant, modern and fresh,” she said. “Quality is not only the feel of garments; it’s also how they are produced. Warmth is about being genuine and personal.”