The brand - which will launch online in early autumn to coincide with the opening of its first flagship on London's Regent Street (conveniently sandwiched in between H&M and Cos) - "will offer a broad yet selected range of essentials for men, women and children, as well as a smaller, curated assortment for the home", CEO Karl-Johan Persson explains in H&M's three-month financial report, which was released today.
"The overall direction and focus is quality in simple, timeless and functional designs," he continued. "There will be products in a broad price range, however in a slightly higher price segment than H&M with emphasis on materials, function and fit."
Adding that the in-house collections would be supported by "a selection of external brands", Persson revealed that Arket - which means "sheet of paper" in Swedish and relates to the brand's fresh start with the new label - is opting for more of a lifestyle approach than we have seen from other H&M brands, with Arket stores including a café where space permits.
"The café will be based on the New Nordic Kitchen and its vision of quality ingredients and healthy living," he explained. Following the launch in the capital (in the space formerly occupied by Banana Republic), stores will open in Brussels, Copenhagen and Munich.
"Starting this project, a little bit over two years ago, we did quite extensive research and what we clearly saw was a broad customer base out there who are looking for classic, quality products in an environment that should be both simple and inspiring, but also putting our own fantastic design together with complementary brands," Lars Axelsson, Arket’s managing director, told BoF this morning. "Today the customer is very busy. They are looking for convenience, but also a place that they can really enjoy."
"The overall direction and focus is quality in simple, timeless and functional designs," he continued. "There will be products in a broad price range, however in a slightly higher price segment than H&M with emphasis on materials, function and fit."
Adding that the in-house collections would be supported by "a selection of external brands", Persson revealed that Arket - which means "sheet of paper" in Swedish and relates to the brand's fresh start with the new label - is opting for more of a lifestyle approach than we have seen from other H&M brands, with Arket stores including a café where space permits.
"The café will be based on the New Nordic Kitchen and its vision of quality ingredients and healthy living," he explained. Following the launch in the capital (in the space formerly occupied by Banana Republic), stores will open in Brussels, Copenhagen and Munich.
"Starting this project, a little bit over two years ago, we did quite extensive research and what we clearly saw was a broad customer base out there who are looking for classic, quality products in an environment that should be both simple and inspiring, but also putting our own fantastic design together with complementary brands," Lars Axelsson, Arket’s managing director, told BoF this morning. "Today the customer is very busy. They are looking for convenience, but also a place that they can really enjoy."
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