Swedish fast fashion giant H&M has decided to join hands with Ikea for a start-up store – Atelier100.
The retail bigwigs have, reportedly, called on designers and manufacturers to stock the store with innovative products.
The new products are, in all likelihood, expected to go on sale from October 2022.
Atelier100, which is set to open in May 2022, is located in Livat (West London), which is known to be a creative meeting and workplace for designers.
Applications to the scheme are open until 24 April 2022.
Notably, successful applicants will receive £10,000 to scale their ideas into commercially viable products. The brief includes that designs should be small enough to carry from the Atelier100 store.
Founded in 1947, H&M is known for its fast-fashion apparels for men, women, teenagers and children. It generated US $ 24.8 billion in 2019.
