Arket (the sheet), H&M's new format following disappointing sales growth

Posted by Thomas Andersson on

H&M today finally announced the name and type of new brand they are launching. This ends a period of gossiping among many media outlets about the new brand.

ARKET is Swedish for a sheet of paper, normally used when talking about high-quality paper. The first outlet will open in London with others following in Brussels, Copenhagen and Munich. It will be a higher priced product building on H&M's successes with Cos & Other Stories.


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