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Weekday, Monki and Cheap Monday join forces to create new 'youth destination'

Sophie Smith
20 April 2023

H&M Group has revealed that streetwear brand Weekday will form part of a new "youth destination" to create an "exciting, broadened experience, adapted to the needs and preferences of young customers".

Weekday will form the umbrella of the destination, which will also see H&M Group's Monki brand incorporated into the unit. Additionally, the platform will introduce the revival of Cheap Monday, which is set to return with a small assortment of jeans.

H&M Group stressed that the unique Weekday and Monki brand experiences will remain, whilst new opportunities with combined customer experiences will also be explored.​

The destination hopes to leverage customer synergies and reduce administration and operational costs, freeing up resources to further focus on developing the brand experiences and a strengthened overall offer.

The Head Office of the new entity will be based in Weekday’s current premises in Stockholm and the organisational changes will come into effect during the coming months.

The Monki Head Office in Gothenburg will close, “which will regrettably affect Monki employees”. According to the company, everyone in the Monki team “will be supported to apply for a role within the new organisation, or to a continued career elsewhere within or outside the wider H&M group”.

Anna Attemark, Head of Portfolio Brands at H&M Group, said: "We see great potential with this new youth destination, with the brands Weekday, Monki and Cheap Monday. Over time we will also explore how to further develop it by including more partners.

"While looking forward to having the new organisation up and running, we remain humble for the changes this entails for some of our employees."

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