H & M launches new label Arket

H & M is expanding its brand portfolio with Arket.

Following the success of COS, & Other Stories, Monki and Weekday, Arket will mark the fifth label for the eponymous Swedish retail giant.

Arket which is Swedish for 'a piece of paper', will offer modern fashion for women, men and children as well as products for home from both Arket and non-H&M designers. Placing emphasis on 'timeless, crisp, quality and warmth,' prices will range from $42 to $124.

'A fantastic team with diverse backgrounds and areas of expertise have come together to build Arket,' said Managing Director Lars Axelsson in an official statement. 'We're very excited to soon reveal the brand and share our collections with customers.'

The first store will open in London's Regent Street in late summer 2017, as well as as well as online in 18 European countries. Further shops will open thereafter in Munich, Copenhagen and Brussels.

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