H&M group’s new fascia, Arket, will offer a unique in-store experience where shoppers will be able to “recharge”, as well as buy high-quality products at affordable prices, its managing director has said.
Speaking to Drapers ahead of the global launch of Arket in London this autumn, Lars Axelsson described the concept as a “modern-day market where you can find everything under one roof”.
Alongside men’s, women’s and children’s fashion and products for the home, the debut store at 224 Regent Street will house a cafe serving “healthy Nordic cuisine”.
“[Bricks-and-mortar retailers] need to consider what the shopping experience will be like in the future,” Axelsson argued. “When you have people sitting at home and shopping online, you must deliver something else.
“I always talk about the need to recharge. The customer today is very stressed. We’re all quite stressed, especially when we’re shopping.”
Arket will open its second store at Købmagergade 33 in central Copenhagen later this year. Last week, it revealed that a third store will follow in the former H&M unit at 27-29 Long Acre in London’s Covent Garden.
Axelsson said London was a natural choice for the launch: “There are few streets in the world as exciting as Regent Street. Maybe one in New York, one in Hong Kong, but for me, Regent Street is an international street with a good levels of brands. It’s a very good place to start.”
Arket will 'recharge stressed shoppers', says MD