Arket brings a sleek, chic Scandi lifestyle store to London

Every year we wait to see what the new H&M collaboration will be. But, new for 2017, H&M group has bigger news (if that's possible): a new brand, debuting on Regent Street.

Dubbed Arket, the new brand makes its debut in August 2017 in London – unusually for the Swedish company – before opening more stores on the continent. We're one proud host city.

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Click here for our gallery of the best things to buy from Arket

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The official Instagram showcases the range of natural fabrics and warm, earthy colours used for the collections.The womenswear uses archive prints from silk printer Francois Ducharne to create some stunning floral gowns. The menswear has some great luggage and coats.

There will also be a follow-up store opening in Covent Garden, at 27-29 Long Acre.

The H&M umbrella currently comprises H&M, Monki, Cheap Monday, Cos, & Other Stories, and Weekday. With & Other Stories newly opened in Covent Garden this spring, the high street is looking remarkably crowded. Arket is set to occupy Banana Republic's former flagship premises, near & Other Stories – shopping round Oxford Circus is looking more 'Sweden Street' than Regent Street.

Arket plans to be a 'modern market', selling a whole lifestyle rather than just clothing, and it's already been compared to Anthropologie, the US-based international fashion and home brand. Customers will be able to buy womenswear, menswear, childrenswear, homeware and accessories, as well as key pieces from other H&M brands. A very fine idea indeed: we're looking forward to trying on our & Other Stories shoes with that Cos dress and some H&M statement earrings.

Arket's trump card will be a cafe serving modern Scandi cuisine, meaning you'll linger over lingonberries and sip your birchwater as part of your shop, and – who knows – possibly never leave the store. See our slideshow of the best looks.

Arket will open on 25 August. Sign up online to shop early with introductory prices.