H&M’s ‘Nordic lifestyle brand’ Arket has opened its first brick-and-mortar store in Seoul, South Korea. 

Located at Yeouido’s department store The Hyundai Seoul, the Arket South Korea store spans 8000sqft and features the brand’s collections of New Nordic design for men, women and children. The flagship store also houses an Arket cafe, offering vegetarian dishes, drinks, pastries and snacks. 

“Opening the new store in Seoul is an incredibly exciting step for us, as it is our first physical location outside of Europe,” said Pernilla Wohlfahrt, MD at Arket.  

The launch in South Korea is part of its strategy to expand its presence in Asia. Last month, the retailer announced that it will open its first brick-and-mortar store in China, at Beijing. 

Launched in 2017, the brand now operates more than 20 stores across major European cities, including Copenhagen, Amsterdam, London and Berlin.