H&M is launching a new retail brand called Arket that will offer a "selected range of essential products for men, women, children and home" as the company announced. The design language of the new brand should be simple, timeless and functional. The price level will be slightly higher than that of H & M. In addition to their own collections, the retail chain will also sell external labels in the Arket stores. Names are not yet announced at this time.

Arket means ‘sheet of paper’ in Swedish. "It both relates to our origin in the Nordic tradition of functional, long-lasting design and symbolises the blank sheet, the sense of optimism and possibility we felt creating this new brand," says Ulrika Bernhardtz, Creative Director.

Additional, stores will also include a café where location permits. There the typical New Nordic Kitchen is offered with high quality and healthy ingredients. The first Arket store opens in the early fall in London, followed by further shops in Brussels, Copenhagen and Zurich. At the same time, online shops are launched in 18 European countries.