Many stores opened programs may be on hold due to the pandemic, but with the Chinese market already recovering, it’s being prioritized by plenty of firms. H&M Group said on Friday that its Nordic lifestyle brand Arket will be opening a new flagship store in Beijing this autumn.
It will be the brand’s first physical location in China, following the launch of a digital store on Tmall last August as well as a WeChat Mini Program store earlier this year.
Arket is one of HM’s newer brands and offers “essential products for men, women, children and the home, as well as a New Nordic vegetarian café”.
The opening of the new Beijing location means all Arket concepts and collections will be available on the Chinese market.
Brand MD Pernilla Wohlfahrt said: “The new store gives us an opportunity to welcome people into our world and invite them to experience the rich diversity of our collections – from fabrics and fashion designs to nature-inspired interiors, sustainable childrenswear, and contemporary Swedish cuisine.”
The Arket concept has a strong strain of minimalism running through it and the men's and women’s offers “combine a foundation of effortless wardrobe staples with seasonal fashion drops capturing current trends and cultural expressions”.
Production is also in line with the group’s aim to “leave a lighter footprint” and the pieces are “intended to be used and loved for a long time”.