When Swedish mega-retailer H&M comes up with a new concept we are all eyes and ears. With all the statistics and experience they have in the consumer market, their vision of the future is important to say the least.
H&M is launching a new concept store named Arket, the first store will land on Regent’s Street in London towards the end of the year. The higher price-point concept will include timeless clothing for both men and women, they will also incorporate other non-H&M brands into the store space.
Sounds a little like Club Monaco if you ask us …
When describing the new company’s ethos, Ulrika Bernhardtz, Arket’s creative director told B of F:
The brand DNA is timeless, crisp, quality and warmth.
“The brand DNA is timeless, crisp, quality and warmth,” Bernhardtz continued. “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.”
With time some stores will also incorporate in-house cafés serving New Nordic cuisine, making them a destination for great clothing and healthy food.
As for the target customer of Arket, Lars Axelsson, managing director shared “Starting this project, a little bit over two years ago, we did quite extensive research and what we clearly saw was a broad customer base out there who are looking for classic, quality products in an environment that should be both simple and inspiring, but also putting our own fantastic design together with complementary brands…Today the customer is very busy. They are looking for convenience, but also a place that they can really enjoy.”