H&M will open Weekday stores in London and Paris

H&M is going to expand its denim brand Weekday’s store network to London and Paris this spring. For the Swedish brand, the stores on Regent Street and in the Marais district will be its first steps into these countries. 

Raising brand awareness

The goal is not only to reach more customers, but also to raise brand awareness for Weekday. Managing director David Thörewik considers Regent Street “one of the world’s premier shopping destinations” and feels its Paris location, with its plethora of youthful fashion brands like Isabel Marant, Cheap Monday and Zadig & Voltaire, is a perfect fit.

H&M has confirmed the expansion of its fourth brand (along with the eponymous chain, COS and & Other Stories), but no actual date has been given for either store opening. Currently, the brand has 27 stores all across Europe.