Monki to open Birmingham store as brand continues growth beyond London

By

Sandra Halliday

Published
May 30, 2018

H&M’s Monki brand is continuing to roll out across the UK and will open its seventh store, in Britain’s second biggest city Birmingham, this summer.

It will be located in the city centre and will be an important opening for the brand as it targets its wider UK consumer base outside of London. So far, three of its stores are in London with only three further afield, in Bristol, Glasgow and Manchester.

Since launching in 2006, Monki stores have offered a quirky and interesting experience on the high street “by offering the customers a real-life step into the Monki World concept.” The new 500 sq m Birmingham retail space “will continue to express the brand’s fondness of storytelling through its interior,” we’re told “from Sea of Scallops tables to rainbow-inspired fitting rooms to disco cloud light fixtures, each detail inspired by something in the monkiverse.”

Monki has been growing steadily in the UK with its "Scandi cool meets Asian street style” look clearly appealing to young British consumers.

That appeal has been helped by it tapping into the priorities of its target customers with the brand being known for its diverse casting and creative campaigns, “many of which highlight issues in focus for young women,” it said.
The brand will celebrate on opening day in Birmingham with one-off discounts and live DJs.