London’s Regent Street has been chosen as the home of the first UK store for H&M Group’s Weekday fascia.
Slated to open in summer, Weekday’s expansion into the UK will happen almost simultaneously with a new shop in Paris, France.
Weekday was founded in 2002 in Stockholm, Sweden, and is a fashion and denim brand for men and women.
It was acquired by the H&M Group in 2008 and currently operates stores in seven countries and ships to 18 markets.
“The UK and France have always been on the agenda for our European expansion, as both cities are fashion capitals,” Weekday managing director David Thörewik said.
“We are confident that our modern, mindful and minimalistic approach to fashion will be a great fit for both these two new locations.”
Exact dates for Weekday’s London and Paris openings not yet been confirmed.
It also not yet confirmed if the space left vacant by Banana Republic on Regent Street would be used for Weekday or for another fashion chain under the H&M Group.
The news comes shortly after it was announced that Google had partnered with H&M-owned etailer Ivyrevel to create a mobile app that will leverage data about a customer’s lifestyle to design a bespoke dress.