Arket, the latest fascia from the H&M Group, has confirmed it will open the doors to its first store on Friday 25 August. The brand is set into Banana Republic’s former home at 224 Regent Street.
The Swedish fast fashion giant’s new brand will launch online in 18 countries on the same day as the Regent Street store opening. Customers who sign up to a mailing list will be able to access the online store two days early on 23 August and will be able to shop at a reduced rate for a limited period.
Arket will sell products for women, men, children and the home. In an interview with Drapers earlier this year, managing director Lars Axelsson described the brand as “an everyday uniform” for a time-poor customer who values quality, adding the mission was to “democratise quality through long-lasting, well-made products”.
A second store will follow in London’s Covent Garden at 27-29 Long Acre later this year.