Five things we like about new H&M brand Arket


Earlier this month, we checked out new H&M brand Arket’s UK offering – both in-store and online. Here are our top 5 takeaways:

The devil is in the detail

Attention to detail, both in-store and online, is admirable. Having ordered a few things off the website, we loved the waxed brown paper (image 1, left) used in the delivery box; something you’d more typically expect to accompany an artisan cheese. It works well in underpinning the brand’s craft credentials.

At micro level, the back of the till receipts displays a repeat logo pattern (image, 2, left). Simple, but stylish.

In-store comms

There’s something about the way in which Arket presents its store plan (image 3, left) that we really like and we can’t quite put our collective finger on why. We’re not sure it makes things particularly easier to find, but it just works, putting the store’s constituent parts into context.

An appropriate foodservice offer

The presence of the coffee counter feels entirely appropriate (image 4, left). Instead of screaming, “look, we’re on trend: we’re a retailer who’s serving coffee!” instead, it quietly whispers, “psst… we also serve coffee btw”. Incredibly simply designed, it doesn’t clutter the store, and the coffee on sale has been developed with reputable Swedish coffee roaster, Johan & Nyström.

A lifestyle choice  

Arket’s positioning and communications makes it feel like less of a retailer and more of a lifestyle brand. In-store merchandising eloquently – and in our opinion, successfully – sees clothing, food and homewares sold alongside each other (images 5, 6 & 7, left), without feeling disjointed. Meanwhile, free postcards (image 8, left), featuring beautifully shot items from the range, are reminiscent, in style, of a Kinfolk magazine photo essay. Food is further used to connect with customers – an apple crumble pie recipe postcard is available – and we were emailed a recipe for a Rye Sandwich with Mushrooms; an opportunity for Arket to show off its homewares and ingredients (image 10, left).

Grey is good (still)

The grey used across the in-store furniture provides a consistent, neutral and uncluttered backdrop, allowing the products to sing (images 5, 6 & 7). This is particularly important given Arket’s focus on colour (image 9, left) and the high quality craftsmanship of the items on display.

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