News Article

Weekday creates a new destination for the young, creative generation

With the ambition to create an exciting, broadened experience, adapted to the young customers’ needs and preferences, Weekday will form the umbrella of a new youth destination. The unique brands Weekday and Monki will be offered, together with Cheap Monday, that is set to return with a small assortment of jeans.

The work to meet customers changing behaviours and further strengthening the competitiveness, goes on within H&M Group. To develop Weekday into a youth destination, the Monki brand will be incorporated into the Weekday unit. This will leverage customer synergies and also reduce administration and operational costs, freeing up resources to further focus on developing the brand experiences and a strengthened overall offer.

The unique Weekday and Monki brand experiences will remain, at the same time as new opportunities with combined customer experiences will be explored.​


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.

Anna Attemark, Head of Portfolio Brands, H&M Group


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

As part of this change the Monki Head Office in Gothenburg will be closed, which will regrettably affect Monki employees. 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.