Swedish fashion chain Hennes & Mauritz (H&M) has launched a new Scandinavian-inspired retail store called Arket.
The first branch opened last week on London’s Regent Street, including a café with a vegetarian menu of modern Nordic cuisine.
While future locations have not yet been announced, local shoppers can check out the Arket selection via its newly launched e-shop, available in eighteen European countries including the Czech Republic.
A 20-percent temporary discount is currently on offer for first-time Arket online shoppers.
Prices appear to be a bit higher than H&M. A sampling of the current inventory includes women’s jeans for 59 EUR, a basic men’s t-shirt for 15 EUR, and a child’s wool cardigan for 39 EUR.
Sizing seems limited; a number of pieces for women were only available up to L.
— ARKET (@arketofficial) August 4, 2017
The new brand aims to be less dependent on current trends, offering more of a timeless look for men, women, and children.
A homewares category lists everything from peppers mills to cutting boards, glass, string bags, and a selection of wooden items handmade in the Czech Republic.
H&M is the second largest seller of clothing in the world, sharing a market with the likes of Topshop, C&A, and American chain Forever 21, which opened its first store last year in Prague.
The launch of the new brand reflects a loss of profit in the fast-fashion arena and stiff competition, particularly from Irish retailer Primark.
H&M was established in 1947 and now has over 4,000 stores in over 60 countries including the Czech Republic.
In addition to brands of the same name, the company also owns Monki, Weekday, Cheap Monday, & Other Stories, and COS which opened on Pařížská Street in Prague in 2015.