Meet Arket, H&M's New Brand That's Guaranteed to Take All Our Money

Pack your bags, shoppers, because H&M has announced the launch of a new brand, Arket, with stores coming to 18 European countries this year. While the company has prided itself on affordable price points and stylish products, Arket items will be slightly more expensive. The company said that the stores will be "a modern-day market, offering essential products for men, women, children, and the home."

In addition to selling its own Arket-branded items, the new stores will sell other non-H&M brands. But that's not all — some stores will also include cafes to fully incorporate the healthy, modern lifestyle Arket is promoting. While the stores are starting in Europe, our fingers are crossed the brand will eventually make its way to the United States.

"The brand DNA is timeless, crisp, quality, and warmth," Ulrika Bernhardtz, Arket's creative director, told Business of Fashion. "Timeless is style beyond trend. And crisp is the counterpart to that: to be always relevant, modern, and fresh. Quality is not only the feel of garments; it's also how they are produced. Warmth is about being genuine and personal."

Keep reading to see a sneak peek of Arket.