Fast-fashion giant H&M is launching a new retail brand called Arket. The retailer will be a “modern-day market that will offer essential products for men, women, children and home,” according to the company.

Currently, H&M’s imprints include COS, Cheap Monday, & Other Stories, Monki and Weekday. Arket looks to expand upon that with a focus on materials, function and fit. According to creative director Ulrika Bernhardtz, “The brand DNA is timeless, crisp, quality and warmth,” providing a non-trend-focused line for the fast-fashion company.

Arket will be selling its in-line products alongside other non-H&M brands, and will have a price point slightly higher than the company’s main H&M line.