Fortunately,??H&M is delving into another business that will result in even cuter staples for your wardrobe (were we the only ones who’d been dreaming of this?). The??global clothing brand is introducing a new lifestyle label, Arket, which will provide home, as well as wardrobe, essentials.

COURTESY: ALASTAIR NICOL

CEO Karl-Johan Persson explains in H&M’s three-month financial report, released earlier today, that the new brand “will offer a broad yet selected range of essentials for men, women and children, as well as a smaller, curated assortment for the home”. So, essentially a??slightly more upmarket (read: you will spend a bit more than usual at your local H&M store) version of the parent??brand.

“The overall direction and focus is quality in simple, timeless and functional designs,” Persson added. “There will be products in a broad price range, however in a slightly higher price segment than H&M with emphasis on materials, function and fit.” A key objective with the new brand was to have more of a lifestyle approach than we have seen with other H&M brands, like??Cos, & Other Stories, Monki, Weekday and Cheap Monday.

Arket, meaning “sheet of paper” in Swedish, will launch online in early Autumn this year, coinciding with the opening of its first flagship on London’s Regent Street.