Arket is a store concept launched by H&M in 2017. There are 20 Arket stores and H&M plans to keep expanding. Arket merges lifestyle with experience and sells a variety of items from different brands. It has a cafeteria and a more conscious offer of products.

H&M also opened Afound in 2017, aimed at selling third parties’ products at a reduced price. The chain was present with some physical stores and online, but that same year H&M decided to cancel its offline expansion and keep the online platform that is currently available only in the Netherlands and Sweden.

In a challenging context, and while the industry is facing a radical transformation, the Swedish group has been experimenting with new store concepts and chains for the past years in a trial and error strategy. Apart from Arket and Afound, the H&M Group is the owner of the chains Cos, Monki, Weekday, & Other Stories and H&M Home. The company is present with its online business in 51 countries and has more than 5,000 stores in 74 markets worldwide. The group was founded in Sweden in 1947 and has been listed on the Stockholm stock exchange since 2008. For the fiscal year 2019 group sales rose six per cent.