H&M creates new youth destination with Weekday and Monki merger

H&M has announced plans to create a new youth destination by merging two of its portfolio brands, Weekday and Monki.

According to H&M, the merger is aimed towards creating an “exciting, broadened experience, adapted to the young customers’ needs and preferences”.

Additionally, it will also bring back its denim label Cheap Monday which will offer a small assortment of jeans.

H&M said that the three-way brand umbrella will help leverage “customer synergies” and also reduce administration and operational costs.

It will also focus on developing the brand experiences and a “strengthened” overall offer.

While the Weekday and Monki brand experiences will continue to remain the same, the group is looking to explore new opportunities.

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 affect Monki employees.

However, H&M stated that 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.”