Weekday
H&M Group · Sweden
Weekday is a Stockholm-based youth fashion brand owned by H&M Group, known for denim and Scandinavian streetwear. Between 2023 and 2025 H&M merged Monki and the Cheap Monday label into Weekday, turning it into a multi-brand youth destination with around 40 stores and online sales in about 20 markets.
| Origins | Stockholm, early 2000s |
|---|---|
| Owner | H&M Group |
| Headquarters | Stockholm, Sweden |
| Brands within Weekday | Weekday, Monki, Cheap Monday |
| Stores | About 40 in 10 markets (H&M Group) |
| Website | weekday.com |
What is Weekday?
Weekday is a fashion brand for young customers owned by H&M Group. It started as a denim-focused Stockholm store and is now positioned by the group as a "creative multi-space" that brings together Weekday, Monki and Cheap Monday, exclusive drops and second-hand items. Its style is minimal, Scandinavian and street-influenced, with a strong emphasis on jeans.
History
Weekday began in Stockholm in the early 2000s as a store and denim concept linked to the Cheap Monday jeans label. H&M became involved through its acquisition of the company behind Weekday, Monki and Cheap Monday in the late 2000s. In April 2023 H&M announced that Weekday and Monki would be merged with the revived Cheap Monday label into one organisation, with the combined head office in Weekday's Stockholm premises. In November 2024 the group said it would close the Monki stores, reopening some as Weekday stores, and in April 2025 Monki was moved onto the Weekday website.
Products and positioning
Weekday sells denim, outerwear, knitwear and accessories for men and women, with directional silhouettes at relatively low prices. Monki adds bolder, playful womenswear, and Cheap Monday contributes statement denim. The brand sits between the mass-market H&M label and the group's more premium brands.
Business model and distribution
According to H&M Group, Weekday operates around 40 stores in 10 store markets and sells online in about 20 markets. Key elements include:
- Own stores in Northern and Western Europe, including former Monki locations.
- A single e-commerce platform for Weekday, Monki and Cheap Monday since 2025.
- A second-hand offer integrated into the brand experience.
H&M said the merger would reduce administrative and operational costs and free up resources for the customer experience.
Why it matters
Weekday illustrates how large fashion groups are consolidating overlapping brands to cut costs and build fewer, stronger propositions. Its multi-brand format, combining several labels and second-hand fashion in one destination, is a notable experiment in how a mass-market group targets Gen Z customers who shop across many brands and channels.
Frequently asked questions
Who owns Weekday?
Weekday is owned by H&M Group, the Swedish fashion retailer that also owns H&M, COS, & Other Stories and ARKET.
Is Monki now part of Weekday?
Yes. H&M Group announced the merger of Weekday and Monki in 2023, closed the Monki stores in 2025 and moved Monki onto the Weekday website in April 2025. Monki now appears as a label within Weekday's multi-brand offer.
