The fast-fashion titan H&M is set to launch a new retail brand called Arket. The new brand will join H&M’s extensive portfolio of retail concepts, which already includes & Other Stories, Cheap Monday, COS, Monki, and Weekday, as well as its flagship H&M brand.
According to the retailer, Arket will be a “modern-day market that will offer essential products for men, women, children and home.” It’s a strategic move for the brand as extensive market research continues to report that retailers need to shift strategies in order to court millennials.
Arket’s inaugural store will open on London’s Regents Street in late summer this year.