Weekday opens European e-shop and prepares for launch in Japan

By

Florent Gilles

Published
Feb 6, 2013

Weekday’s young designer fashion is now available at just the click of a mouse. The preferred retailer for Scandinavia’s young and with-it customer-base, whose parent company AB Scandinavian (Monki, Cheap Monday and Weekday) is managed independently as an H&M subsidiary, has just opened its e-shop in 18 European markets.

Logistics are managed in-house from Stockholm and the brand will use the data it collects about its audience to locate its future magnets for business throughout Europe. The e-shop sells all the collections of eclectic ready-to-wear and accessories in its principal line, "MTWTFSS Weekday", as well as a wide selection of Cheap Monday items (it shares the same founders and owners) and the brand new collaborative line known as Fade to W. It also provides a European showcase for the new denim brand of the founder of Cheap Monday and Weekday, Örjan Andersson, and for Christophe Lemaire, and the Rodebjer and Back labels (the contemporary line of Ann-Sofie Back, co-founder of Cheap Monday).

The Scandinavian retailer does not seem to be opting for aggressive international growth. A spokesperson from Weekday, contacted by FashionMag.com about the e-commerce launch, rightly pointed out that "18 European countries is 11 more countries - all in one go!"

But the spokesperson also revealed that the next actual store will open in Osaka, Japan, in May – the first time Weekday has established a presence outside of Europe.

There are already a number of Weekday stores in Sweden, Germany and Denmark, and their success is due to their store management skills, and their trendy collections that boldly adopt emerging trends and give them a "designer” look – all at a price that is in line with what its target customers can afford.