After launching the & Other Stories 3 years ago, the fashion clothes giant H&M introduces a new brand Arket offering men's, women's and children’s ready-to-wear and accessories.

Arket, which means "sheet of paper" in Swedish, will be a "modern-day market that will offer essential products for men, women, children, and home", according to Business of Fashion, "the brand DNA is timeless, crisp, quality and warmth."

The first flagship of Arket will be opened in London this summer or autumn and Arket's products will be available in online stores within 18 European countries. Stores in Brussels, Copenhagen, and Munich will also be open soon.Some stores will offer coffee and Nordic cuisine.

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