H&M Australia has already unleashed its sister brand Cos into the market.
Could another brand entry be on the horizon?
H&M Group has announced it will launch a new label, Arket, this year.
The first store will open on London's Regent Street in early autumn, as well as online at aket.com across 18 European countries.
This will be followed by stores in Brussels, Copenhagen and Munich.
Stores will also include a café where location permits.
Arket will span products for men, women, children and home.
H&M has commissioned designers, buyers, pattern makers, architects, writers and chefs to work on the concept at its Stockholm head office.
Creative director Ulrika Bernhardtz said Arket means 'sheet of paper' in Swedish.
"It both relates to our origin in the Nordic tradition of functional, long-lasting design and symbolises the blank sheet, the sense of optimism and possibility we felt creating this new brand."