The launch of the new fashion and homeware brand Arket is like a gift we never knew we needed. It’s as if we do not have enough options to begin with. Brought to us by the H&M Group with brands like COS (Sigh, I love COS), Monki, Cheap Monday, & Other Stories, and their namesake brand H&M under their portfolio.

According to Business of Fashion, Arket will be a “modern-day market” that will carry its own line of clothing for women, men, and children. The store will also carry non-H&M affiliated brands for a wider selection of pieces. The focus of which will be timeless and functional designs. The price range will be slightly higher than H&M, “with emphasis on materials, function, and fit.”

Select stores will also have a café featuring “new Nordic” cuisine, which will allow customers to easily shop and at the same time pick up healthy food. “Today the customer is very busy. They are looking for convenience, but also a place that they can really enjoy,” said managing director Lars Axelsson.

Creative director Ulrika Bernhardtz shares the brand DNA as timeless, quality, and warmth. “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.”

The first store will open in Regent Street, London later this year and at the same time the brand will be launching e-commerce to be available in 18 European countries.

I know we say this a lot and believe me when I say it’s hard, but for now, we really just have to wait if it’ll land in Manila… just like everyone else in Asia.

[Business of Fashion and Refinery29]

Photo courtesy of Arket

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