Arket, one of H&M’s younger brands, is unveiling a digital flagship store in China today (19 August).
The Nordic fashion and lifestyle sustainable brand is partnering with Alibaba to launch the online store on its B2C platform Tmall, marking its first attempt at expansion beyond Europe.
The news of the partnership had earlier been announced in June this year.
Arket’s store will feature a special selection of its functional yet playfully aesthetic ready-to-wear, timeless basics, accessories, travel and beauty collections for men, women and children.
It will also include homeware and home accessories with an aim of making life more beautiful through products that are meant to be loved and used for a long time.
“Partnering with Tmall is a fantastic opportunity for us and makes it possible to create a store experience that brings together all the different aspects of our brand in a new way,” commented Pernilla Wohlfahrt, MD, Arket.
Based in Stockholm, Arket was launched in August 2017 and currently operates 21 stores across a number of major European cities including Copenhagen, London, Amsterdam and Berlin, as well as a global online store.