H&M to shutter Monki stores as brand merges with Weekday.
H&M Group has announced the closure of all standalone Monki stores by 2025 as part of its strategy to integrate the brand into Weekday. The move will result in only a small number of Monki locations transitioning to Weekday stores. Specific details regarding the number of affected stores and employees have not been disclosed.
Monki, which currently operates 56 stores worldwide, has been scaling back its operations in recent years. In 2022, H&M closed around 20 Monki locations, followed by the closure of the brand’s Swedish headquarters in 2023. Acquired in 2008 alongside Weekday and Cheap Monday from Fabric Scandinavien AB, Monki had been a key part of H&M’s initial foray into youth-focused retail.
H&M has faced difficulties in maintaining independent youth-targeted brands under its umbrella. Cheap Monday, which ceased operations in 2018, saw a limited revival under the Weekday brand in 2023. The integration of Monki highlights H&M’s ongoing effort to consolidate and streamline its youth offerings in response to competitive market pressures.
Monki products will continue to be available online through its e-commerce platform and in Weekday stores. While refining its brand portfolio, H&M still manages a diverse lineup that includes COS, & Other Stories, Arket, and its flagship H&M label. Recently, the group sold its Afound digital outlet to Secret Sales, a UK-based premium off-price fashion marketplace, signaling a focus on core brand operations.
