Weekday to open first Paris store on 28th April

H&M is investing in its own labels. The Swedish group has announced the introduction of new retail brands and recently presented Arket, a label with a family/lifestyle vibe. According to German media, H&M has already planned the opening of an Arket store in Munich, at 6 Weinstrasse, in the heart of the Bavarian city. But the Swedish giant is busy all over Europe. Weekday, the group's brand targeting 15-25 year-olds with collections featuring everyday items and a jeans range, has recently opened a store in Hamburg and is about to inaugurate its first brick-and-mortar shop in France.

Weekday already has an e-tail presence in France, but it is now adding to it by setting up shop at 121 rue Vieille-du-Temple, Paris, at the 225 m2 premises formerly occupied by Cheap Monday.

"We are delighted to finally announce our arrival in France, a country renowned for its fashion, culture and aesthetic sense, said David Thörewik, General Manager of Weekday. We are incredibly enthusiastic about opening our first store in Paris, in a commercial area such as the rue Vieille-du-Temple and the Marais district. We believe in a contemporary, responsible and minimalist approach to fashion, and we are sure that France is a very good choice for our brand."

Weekday's retail format varies store by store. For the new Paris location, the label promises "a modern, urban environment with an avant-garde minimalist aesthetic, using high-quality natural materials, featuring atmospheric lighting and warm-coloured finishings to create a relaxed, welcoming feeling." The store will also operate a screen-printing workshop, allowing the label to offer a new range of different tee-shirts every week.

Weekday was founded in 2002 in Sweden by the creators of Cheap Monday, and was originally a multi-brand retailer. It was bought by H&M in 2008 and now operates 29 stores, the majority of them in Scandinavia, and has a direct online presence in 18 countries.

Weekday to open first Paris store on 28th April

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