H&M Group has confirmed that the first UK store for its Weekday fascia will open on Regent Street this summer.
The retailer will also open its a Weekday store in France, at Rue Vieille du Temple in Paris, at around the same time. Exact dates have not been confirmed.
Weekday was founded in 2002 in Stockholm, Sweden, and positions itself as a “modern and mindful” fashion and denim brand for men and women. It has stores in six countries and ships to 18 markets.
David Thörewik, managing director at Weekday, said: “The UK and France have always been on the agenda for our European expansion, as both cities are fashion capitals. We are confident that our modern, mindful and minimalistic approach to fashion will be a great fit for both these two new locations.”
In November, Drapers revealed H&M had agreed to take the Banana Republic store on Regent Street. However, H&M today would not say if the unit is earmarked for Weekday or another of its fascias.