H&M is about to launch a new brand called Arket.

Arket’s first store is set to open later this year in London, with locations in Brussels, Copenhagen and Munich already in the works. The store will include a café, serving healthy, Nordic fare. The apparel will be in the mid-range pricing wise, from $42 – $124. Arket means “sheet of paper” in Swedish.

According to the brand’s creative director Ulrika Bernhardtz:

“Our origin in the Nordic tradition of functional, long-lasting design symbolizes the blank sheet, the sense of optimism and possibility we felt creating this new brand.”

We can’t wait to see what Arket’s style and aesthetic will be!