The UK opening date for H&M’s Weekday fascia has been confirmed as August 18.
Opening its doors at 12noon that day, the store on 226 Regent Street, London, is also the fascia’s UK debut.
Parent company H&M Group first announced that the retail chain would be coming to London back in February.
Weekday was founded in 2002 in Stockholm, Sweden, and is a fashion and denim brand for men and women.
It now has stores in eight countries and ships to 18 markets. A Paris flagship opened in April and the retailer said a second UK store is due to open sometime in autumn or winter.
Weekday said the new 6996sq ft Regent Street store promises to be “an unconventional and uplifting space” cross over two storeys.
“It has always been on our agenda to open up a store in this great fashion country and especially in the inspiring city of London,” Weekday managing director David Thörewik said.
“We believe in a modern and youthful approach to fashion and we are confident that the UK is a great fit for our offer. We look forward to seeing how our collections are received.”
H&M Group’s presence on Regent Street has grown in recent months. In addition to its as eponymous flagship store, it operates & Other Stories and COS, while the first store of its newest brand Arket will open there later this year.