Drapers brings you a sneak peek inside the stylish debut flagship store from H&M group’s new concept, Arket, ahead of its official opening this Friday.
Swedish brand Arket has opened its long-awaited store at 224 Regent Street in central London – in the unit that once housed Banana Republic’s 17,000 sq ft flagship.
The store stocks products for women, men and children, as well as a homeware department and cafe.
As the brand’s managing director Lars Axelsson explained to Drapers in June, Arket, which means “a piece of paper” in its native Swedish, seeks to cut through the noisy high street with an “everyday uniform” of quality staples.
Joining H&M, & Other Stories, Cos, Monki, Cheap Monday and Weekday, which opened in a neighbouring unit on Regent Street last week, Arket is positioned as the group’s most premium brand.
Walking Drapers around the spacious store – in all-encompassing monochrome grey with matching custom marble floor – earlier today, Arket’s creative director Ulrika Bernhardtz described the space as a “modern-day market”.
Menswear shares the ground floor with the compact cafe and homeware department, which has been positioned at the heart of the store, while the first floor is dedicated to the large womenswear and smaller kidswear areas.
“We have chosen the things that you really need, but the best version of those,” said Bernhardtz of the wide-reaching clothing, footwear and accessories collections, which are complemented by third-party brands such as Adidas, Nike and Veja. There are also some beauty and food products on offer.
Shunning trends in favour of lifestyle staples in a typically pared-back Scandi style, Bernhardtz says the team’s focus has been on “the simplicity and practicality and function of everything, but not missing the beauty – beauty is important”.