Swedish fashion group H&M is to open its first Belgian Weekday store soon, which will be its fourth label in Belgium, following H&M, & Other Stories and COS.
H&M chose a location at the heart of Antwerp: "We are very happy to announce the arrival of our first Belgian store. We had always planned to come to fashion country Belgium and particularly Antwerp, which is a very inspiring city. We believe in a modern, conscious and minimalistic approach to fashion and we are convinced Belgium will appreciate our product range," Weekday's managing director David Thorewik told local newspaper Gazet van Antwerpen.
Weekday, founded in 2002, has stores in Sweden, Denmark, Germany and the Netherlands and soon, it will open a store in Austria. It not only sells its own brand, but also brands like Kenzo, Vans and Birkenstock.