Weekday to expand outside of London, plans earlier Poland debut

By

Sandra Halliday

Published
Jul 23, 2019

H&M’s Weekday denim brand is adding a raft of new stores in key markets. It’s continuing its expansion in the UK with three new locations expected to open later this year and its first move outside of London.

There will be a 450 sq m location in Yorkshire, northern England on Wellington Street in Sheffield, that city being a key target market for brands opening in the north of the country.

The other two new stores will be in the buoyant London market, bringing the brand up to four stores in the UK capital in total. There will be a 470 sq m store on Shoreditch High Street, marking the label’s first entry into the creative hub of London’s East End. The other store on Berwick Street in Soho, very close to both Oxford Street and Carnaby, will also be in an important shopping area and will have a floor space of 270 sq m.

The company also announced recently that it would enter Poland next year with a store located in the newly revitalised Warsaw district of Elektownia Powiśle.

And it said Tuesday that it’s also planning to open in the country’s cultural capital Krakow, later this year. The 305 sq m store will be in Galeria Kazimierz and will be the brand’s first store in the country.

The announcement of the openings follows news earlier this month that the brand will open its first store in Lund, Sweden this autumn. It will be located at Stortorget 1, which previously housed the Herkules bar and nightclub.