Swedish fashion brand and high street favourite H&M will launch new brand called Arket later this year.

Arket, which will fall under the H&M company, will sell products for men, women, children and home. Its first store will be located in London, with plans to move across Europe and globally after the initial launch as well as an online store. So although there’s no plan for a UAE store just yet, we think it will eventually be in the pipeline.

According to Business of Fashion the products will be priced slightly higher than those of H&M but will still have the Swedish style and DNA that H&M keeps throughout all of its brands. Men’s shirts, for example, will be priced between 39 euros (Dh150) and 115 euros (Dh455). The aim for the products is to be timeless – something very different to H&M, who focus on fast fashion.

Alongside Arket’s own range the store will also stock other brands from outside the H&M group. Ulrika Bernhardtz, Arket’s creative director said in a statement; ‘We really believe it’s relevant to a modern customer to bring different brands together — under one roof, under one channel — and to make that choice for them and also make it more convenient.’ So Arket really will become a one-stop shop for the whole family’s needs.

Currently the H&M group includes & Other Stories, (which is opening in Dubai later this month), Cheap Monday, COS, Monki and Weekday. Each store, while different, has a similar look and quality, which is sure to be kept with the new launch too.