Swedish denim brand Cheap Monday is to make its UK retail debut via a concession in Selfridges’ London Oxford Street store.
The 753 sq ft space, which will open on August 15, will be located in the menswear department and will stock Cheap Monday’s menswear collection, plus unisex jeans and accessories.
The area is being fitted out in line with Cheap Monday’s Copenhagen store and its international shop-in-shops, using raw and basic materials such as chain-link fencing and broken particle boards. The concept has been designed by Swedish architecture and design firm Uglycute, which also designed the Copenhagen store and Cheap Monday’s headquarters in Stockholm.
It is Cheap Monday’s first concession, although it has 15 shop-in-shops across Asia and Europe. The brand is available in 38 markets through 1,800 stores worldwide, with about 100 stockists in the UK.
Cheap Monday chief operating officer Håkan Ström said the London concession would be an “important platform for the collection and concept, both in the UK and internationally”, and would build on the success of its standalone store and shop-in-shop strategy.
Cheap Monday’s parent company, FaBric Scandinavien, is a subsidiary of H&M. The Swedish fashion giant acquired a 60% stake in FaBric Scandinavien, which also owns the Weekday and Monki chains, in March 2008.