Weekday
Weekday is a Stockholm-based Swedish fashion brand and H&M Group subsidiary operating a direct-to-consumer platform across e-commerce and physical retail, selling men's and women's apparel, denim, and accessories at accessible price points ($37-$69.99 USD) through three sub-brands: Weekday, Monki, and Cheap Monday.
- Company typePrivate
- Founded2002
- HeadquartersStockholm, Sweden
- Headcount1–10
- GTM typeB2C
- OfferingServices
What Weekday does
Weekday is a Swedish fashion brand founded in 2002 by Orjan Andersson and headquartered in Stockholm, operating as a subsidiary brand within H&M Group's portfolio (alongside H&M, COS, ARKET, Monki, and Other Stories). The company runs a direct-to-consumer fashion platform spanning both an e-commerce storefront at weekday.com and physical retail stores, distributing men's and women's apparel, accessories, denim, basics, statement pieces, and activewear at accessible mass-market price points ranging from approximately $37 (sale items) to $69.99 USD regular price. Weekday operates a multi-brand creative space combining three sub-brands — Weekday (denim-focused), Monki (expressive youth silhouettes), and Cheap Monday (affordable denim) — under a unified platform with shared newsletter marketing, cross-brand promotions, and loyalty mechanics (10% off first order). The platform offers curated second-hand fashion, limited-edition capsule drops, and collaborative Fan Club collections with pop culture IP partners such as Gorillaz.
The business model is a standard unit-pricing DTC retail fashion model with pay-as-you-go billing, no subscriptions, and incentive-based acquisition through newsletter signup, student discounts, key-worker discounts, and an affiliate program. Distribution is dual-channel: own e-commerce storefront with international shipping capabilities (e.g., to Canada) plus regional physical retail stores accessed via store locator. Marketing is digital-first via Instagram, TikTok, and Pinterest organic social accounts under the @weekdayofficial handle, supplemented by email newsletter and affiliate/partnership channels. Weekday also participates in H&M Group's strategic initiatives, including the Ellen MacArthur Foundation's Fashion ReModel three-year project (launched May 2024) exploring circular business models such as resale, rental, repair, and remaking. No proprietary technology platform, AI/ML capabilities, APIs, or patents are disclosed; the technology footprint is described as a standard e-commerce operation without integrations listed.
Revenue is not disclosed at the brand level; H&M Group (Hennes & Mauritz AB), listed on Nasdaq Stockholm, is the publicly traded parent entity and reports Weekday/Monki as a combined segment. Brand-level unit economics, customer counts, and headcount attributed to Weekday specifically are not disclosed in the input beyond a 1-10 figure that likely reflects only directly attributed brand management rather than total operational staff shared with the parent group. No funding rounds, acquisitions, leadership changes, or M&A activity are disclosed for Weekday as an independent entity.
Weekday firmographics
Firmographics- Name
- Weekday
- Legal name
- Weekday
- Website
- https://shop.weekday.com
- Company type
- Private
- Founded year
- 2002
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Weekday is a Stockholm-based Swedish fashion brand and H&M Group subsidiary operating a direct-to-consumer platform across e-commerce and physical retail, selling men's and women's apparel, denim, and accessories at accessible price points ($37-$69.99 USD) through three sub-brands: Weekday, Monki, and Cheap Monday.
- Ownership category
- akta.pro rank
Weekday industry classification
Industry- Product category
- Contemporary Fashion Retail
- SIC
- Retail-Apparel & Accessory Stores (5600), Retail-Family Clothing Stores (5651)
- akta.pro primary industry
- Streetwear & Contemporary Apparel Retail (CRAAABAM)
Keywords
Where Weekday is headquartered
LocationHeadquarters
- HQ city
- Stockholm
- HQ country
- Sweden
- HQ region
- Europe
Markets served
Weekday business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Infrastructure
Revenue model
- Retail fashion sales: Weekday generates revenue through direct retail sales of apparel and accessories to consumers via its e-commerce website and physical retail stores. Products are sold at various price points ranging from basic essentials to statement pieces.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard retail pricing for apparel and accessories |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels6 records
Weekday product offering
Product offeringCore offering
Weekday is a contemporary fashion brand that designs, sources and sells its own men's and women's apparel and accessories — anchored by denim and spanning tops, basics, trousers, dresses, activewear, knitwear, outerwear, swimwear, underwear and accessories — through its e-commerce site (weekday.com) and physical retail stores. It also operates as a multi-brand creative space that hosts the Monki and Cheap Monday sub-brands, a curated second-hand resale line, a numbered "Limited Edition 00.01" capsule, and pop-culture "Weekday Fan Club" collaborations. Products are priced at mid-market unit prices (roughly $37–$69.99) and supported by student/key-worker discounts and a 10% newsletter acquisition offer.
Product overview
Weekday is a fashion e-commerce platform operating as a creative multi-space featuring multiple sub-brands: Weekday (core denim-focused fashion for men and women), Monki (expressive silhouettes for youth), and Cheap Monday (affordable messy denim). The platform also offers curated second-hand clothing, limited edition drops, and collaborative fan club collections. Products span jeans, tops, basics, trousers, dresses, activewear, knitwear, outerwear, swimwear, underwear, accessories (bags, jewellery, sunglasses, hats, scarves), with items ranging from $37 to $69.99 USD.
Differentiator
Problem solved
Functional benefit
Brands
- Monki: Part of Weekday's multi-brand creative space featuring hot, expressive silhouettes
- Cheap Monday
Products and services
- Weekday (Core Brand) Primary fashion brand offering denim-focused everyday and statement apparel for men and women, including jeans, tops, basics, trousers, knitwear, outerwear, swimwear, underwear, and accessories, sold via weekday.com and physical retail stores at mid-market price points (~$37–$69.99).
- Monki
Companies that use Weekday
Customer profileSegments3 records
Ideal customer profiles3 records
Weekday technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Weekday partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Ellen MacArthur Foundation (Fashion ReModel)coreH&M Group (parent company of Weekday) is participating in the Ellen MacArthur Foundation's Fashion ReModel project, a three-year initiative launched in May 2024. The project helps fashion companies explore circular business models such as resale, rental, repair, and remaking. H&M Group plans to apply learnings across its portfolio of brands including Weekday.
Scale indicators1 record
Recent moves5 records
Expansion highlights6 records
Weekday competitors and assessment
Company assessmentDirect peers
- COS: Direct peer within H&M Group offering contemporary, elevated everyday fashion across men's, women's, and kids. Comparable price-to-quality positioning relative to Weekday and shares the same parent infrastructure and DTC retail model.
- Arket: Sister brand under H&M Group offering modern, minimalist essentials and basics. Directly comparable as a multi-channel (DTC + stores) contemporary fashion brand sharing common parent resources.
- Other Stories: Fellow H&M Group brand focused on contemporary womenswear with curated lifestyle assortment. Comparable in DTC model, contemporary price point, and broad product depth targeting fashion-forward consumers.
- Mango: Spanish-headquartered contemporary fashion retailer with similar price positioning and global DTC + store footprint. Comparable in trend-cycle approach and target customer (youth and young adult).
- ASOS: UK-based online fashion retailer targeting 20-something consumers with multiple in-house brands and a broad contemporary assortment. Comparable in youth-targeted e-commerce focus and accessible pricing.
- Boohoo: UK-based fast-fashion e-commerce retailer targeting trend-driven youth consumers with accessible price points. Overlaps directly with Weekday's value positioning and digital-first customer acquisition.
- Urban Outfitters: Multi-brand specialty retailer targeting young adults with a mix of private label and curated contemporary apparel. Comparable in lifestyle positioning, premium-for-value perception, and youth demographic.
- Pull & Bear: Inditex brand targeting youth with casual, street-influenced fashion at accessible prices. Comparable in contemporary price tier, youth focus, and reliance on DTC + physical retail distribution.
Broad incumbents
- Zara: Inditex's flagship offering contemporary fast-fashion apparel at accessible price points. Directly competes with Weekday in the contemporary tier across both physical retail and e-commerce globally.
- H&M: Flagship brand of H&M Group and Weekday's parent. Overlaps in customer segments (value-conscious contemporary fashion) and product categories but operates at a much larger scale and broader demographic.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Weekday social profiles
Digital presenceWeekday financial estimates
Financial estimateRevenue estimate
Valuation estimate
Weekday leadership team
Management profileNumber of profiles
Weekday funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Weekday M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Weekday
What does Weekday do?
Weekday is a contemporary fashion brand that designs, sources and sells its own men's and women's apparel and accessories — anchored by denim and spanning tops, basics, trousers, dresses, activewear, knitwear, outerwear, swimwear, underwear and accessories — through its e-commerce site (weekday.com) and physical retail stores. It also operates as a multi-brand creative space that hosts the Monki and Cheap Monday sub-brands, a curated second-hand resale line, a numbered "Limited Edition 00.01" capsule, and pop-culture "Weekday Fan Club" collaborations. Products are priced at mid-market unit prices (roughly $37–$69.99) and supported by student/key-worker discounts and a 10% newsletter acquisition offer.
Is Weekday a public or private company?
Weekday is a private company. It is classified as corporate owned and is currently operating.
When was Weekday founded?
Weekday was founded in 2002. It employs 1 to 10 people.
Where is Weekday based?
Weekday is headquartered in Stockholm, Sweden, in the Europe region.
How does Weekday make money?
One revenue line is on record: retail fashion sales.
Who are Weekday's main competitors?
Direct peers on record are COS, Arket, Other Stories, Mango, ASOS, Boohoo, Urban Outfitters and Pull & Bear. Broad incumbents are Zara and H&M.
Does Weekday have an API?
No public API is recorded for Weekday.
What industry is Weekday in?
Weekday's product category is Contemporary Fashion Retail. Its primary akta.pro industry code is CRAAABAM, Streetwear & Contemporary Apparel Retail. Its SIC code is 5600.