Monki
H&M Group · Sweden
Monki is a Swedish youth womenswear label owned by H&M Group, known for bold, playful Scandinavian style. Originally based in Gothenburg, it has been merged into sister brand Weekday: its stores were closed in 2025 and the label is now sold through Weekday's website and stores.
| Founded | Mid-2000s, Gothenburg |
|---|---|
| Owner | H&M Group |
| Status | Merged into Weekday (stores closed 2025) |
| Sold through | Weekday online and stores |
| Segment | Youth womenswear |
| Website | weekday.com |
What is Monki?
Monki is a womenswear label for young customers owned by H&M Group. It is known for colourful, playful styling and affordable denim and basics with a Scandinavian twist. Since 2025 it no longer operates as a standalone retail chain: H&M Group has integrated it into Weekday, where it is sold alongside Weekday and Cheap Monday.
History
Monki was created in Gothenburg in the mid-2000s by the same Swedish company that developed Weekday and Cheap Monday, and it came under H&M's ownership when the group acquired that business in the late 2000s. It grew into a chain with stores in Europe and Asia. In April 2023 H&M announced the merger of Monki and Weekday, together with the revived Cheap Monday label, into a single organisation run from Weekday's Stockholm office; Monki's Gothenburg head office was closed. In November 2024 the group said all physical Monki stores would close in 2025, with some reopening as Weekday stores. In April 2025 Monki moved onto the Weekday website.
Products and positioning
Monki focuses on womenswear: denim, dresses, knitwear, outerwear and accessories with bold silhouettes and youthful styling. Prices are at the value end of the market. Within Weekday's multi-brand concept it supplies the most playful and feminine part of the offer.
Business model and distribution
Monki today is a label rather than a retail chain. Its products are sold:
- Online through the Weekday platform, launched as a shared destination in 2025.
- In Weekday stores, including some former Monki locations.
- With design, sourcing and logistics shared across H&M Group.
H&M said the merger would cut administrative and operational costs and free up resources for brand experiences.
Why it matters
Monki's integration into Weekday is a clear example of portfolio consolidation in mass-market fashion. Faced with weaker profitability, H&M Group chose to fold a recognised brand into a sister label rather than run separate store networks, a step that many multi-brand fashion groups are weighing as competition from online-only players intensifies.
Frequently asked questions
What happened to Monki?
H&M Group merged Monki into its sister brand Weekday. The Monki stores closed in 2025, some reopening as Weekday stores, and Monki has been sold on the Weekday website since April 2025.
Who owns Monki?
Monki is owned by H&M Group, the Swedish fashion retailer. It is now managed as a label within Weekday.