Monki
Monki is a Swedish fast-fashion sub-brand founded in 2006 under Weekday (H&M Group), targeting young women with trendy, expressive apparel sold via weekday.com and (previously) physical stores in the UK, which were closed in 2025.
- Company typePrivate
- Founded2006
- HeadquartersGoeteborg, Sweden
- Headcount5,001–10,000
- GTM typeB2C
- OfferingServices
What Monki does
Monki is a Swedish fashion brand founded in 2006 and headquartered in Göteborg, Sweden, operating as a sub-brand under the Weekday retail group, which itself sits within the H&M Group conglomerate. The brand targets young women seeking trendy, expressive, and affordable fashion, offering a full women's apparel range spanning jeans, tops, dresses, knitwear, activewear, swimwear, and accessories, characterized by what the company describes as 'hot, expressive silhouettes' distinct from the more denim-focused Weekday and Cheap Monday sister brands.
Monki's products are sold primarily through the Weekday e-commerce platform (weekday.com), where the brand shares catalog, checkout, and promotional infrastructure with its sister brands. Historically, the brand also operated physical retail stores, including in the UK market, but in 2025 Monki closed its UK stores as part of a broader wave of high street retail restructuring driven by economic pressures. The brand continues to operate online, relying on digital marketing channels including Instagram, TikTok, Pinterest, an email newsletter with a 10% first-order incentive, an affiliate program, and student and key-worker discount tiers.
Monki's business model is standard fast-fashion: trend-driven, vertically integrated apparel sold at accessible price points to a primarily individual consumer base, with seasonal promotions (including up to 50% off during summer sale events). The brand does not disclose revenue, operates without standalone technology infrastructure of note, and has no publicly disclosed AI/ML capabilities. Its strategic posture in 2025 is defensive, with physical retail contraction in the UK and consolidation onto the shared Weekday digital platform.
Monki firmographics
Firmographics- Name
- Monki
- Website
- https://monki.com
- Company type
- Private
- Founded year
- 2006
- Operating status
- Operating
- Headcount range
- 5,001–10,000 employees
- Short description
- Monki is a Swedish fast-fashion sub-brand founded in 2006 under Weekday (H&M Group), targeting young women with trendy, expressive apparel sold via weekday.com and (previously) physical stores in the UK, which were closed in 2025.
- Ownership category
- akta.pro rank
Where Monki is headquartered
LocationHeadquarters
- HQ city
- Goeteborg
- HQ country
- Sweden
- HQ region
- Europe
Markets served
Monki business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure
Distribution channels2 records
Marketing channels4 records
Monki product offering
Product offeringCore offering
Monki is a Swedish fashion sub-brand operating under the Weekday retail group (part of H&M Group) that designs and sells trendy, expressive women's clothing and accessories at accessible price points. The brand offers hot, expressive silhouettes for young women, characterized by bold, trend-driven designs and vibrant style expressions, sold through the Weekday e-commerce platform alongside sister brands Weekday and Cheap Monday.
Product overview
Monki is a fashion sub-brand operating under the Weekday retail group alongside Weekday and Cheap Monday. It functions as a distinct brand targeting young women seeking expressive, trendy clothing. The brand is positioned as part of a multi-brand fashion platform that includes Weekday (everyday denim and basics) and Cheap Monday (messy denim), with Monki providing hot, expressive silhouettes. The products are sold through the Weekday e-commerce platform and include women's clothing categories such as jeans, tops, basics, trousers, blouses, dresses, skirts, swimwear, activewear, knitwear, sweatshirts, jackets, coats, hoodies, jumpsuits, nightwear, underwear, socks, and accessories.
Differentiator
Problem solved
Functional benefit
Products and services
- Monki Women's Clothing
Companies that use Monki
Customer profileSegments1 record
Ideal customer profiles1 record
Monki technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Monki partnerships and signals
Strategic signalScale indicators1 record
Recent moves3 records
Expansion highlights3 records
Monki competitors and assessment
Company assessmentDirect peers
- Zara: Zara is the flagship fast-fashion brand of Inditex, offering trend-driven women's apparel at accessible price points globally. It directly competes with Monki for the same young, fashion-conscious female customer base with similar rapid trend-cycle merchandising.
- Bershka: Bershka is an Inditex brand targeting young consumers with trendy, expressive fashion at affordable prices. It overlaps closely with Monki's customer demographic, price positioning, and trend-driven product cycle.
- Pull & Bear: Pull & Bear is an Inditex youth-oriented fashion brand offering casual, trend-driven apparel for young women and men. It competes directly with Monki for similar Gen Z and younger millennial customers in the affordable fashion segment.
- Forever 21: Forever 21 is a fast-fashion retailer historically focused on trend-driven, affordable women's apparel for young consumers. It is a direct competitor in the same category, price band, and demographic as Monki, though it has significantly retrenched its physical footprint.
- Urban Outfitters: Urban Outfitters targets young adults with trendy, expressive apparel and lifestyle products at mid-market price points. It competes with Monki for style-conscious young female consumers seeking fashion-forward pieces.
- New Look: New Look is a UK-based high street fashion retailer offering affordable, trend-driven women's apparel. It directly competes with Monki in the UK market for similar young female customers at accessible price points.
- Boohoo: Boohoo is a UK-based fast-fashion e-commerce brand targeting young women with very affordable, trend-led clothing. It competes with Monki on price, trend speed, and the same Gen Z / young millennial female demographic, primarily online.
- ASOS: ASOS is a major online fashion retailer targeting young adults with a vast assortment of trend-driven apparel. It competes with Monki for the same digital-first young women's fashion customer, particularly in the UK and European markets.
Broad incumbents
- H&M: H&M is Monki's sister brand within HM Group and a global mass-market fashion retailer. While it serves a broader demographic at more accessible price points, it is a broader incumbent competitor in the affordable women's apparel category.
- Primark: Primark (part of ABF) is a major value fashion retailer offering very low-priced apparel across broad demographics. It is a broader incumbent competitor in the affordable fashion space, particularly in UK and European high streets.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks5 records
Key highlights6 records
Customer concentration
Monki social profiles
Digital presenceMonki financial estimates
Financial estimateRevenue estimate
Valuation estimate
Monki leadership team
Management profileNumber of profiles
Monki funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Monki 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 Monki
What does Monki do?
Monki is a Swedish fashion sub-brand operating under the Weekday retail group (part of H&M Group) that designs and sells trendy, expressive women's clothing and accessories at accessible price points. The brand offers hot, expressive silhouettes for young women, characterized by bold, trend-driven designs and vibrant style expressions, sold through the Weekday e-commerce platform alongside sister brands Weekday and Cheap Monday.
Is Monki a public or private company?
Monki is a private company. It is classified as corporate owned and is currently operating.
When was Monki founded?
Monki was founded in 2006. It employs 5,001 to 10,000 people.
Where is Monki based?
Monki is headquartered in Goeteborg, Sweden, in the Europe region.
Who are Monki's main competitors?
Direct peers on record are Zara, Bershka, Pull & Bear, Forever 21, Urban Outfitters, New Look, Boohoo and ASOS. Broad incumbents are H&M and Primark.
Does Monki have an API?
No public API is recorded for Monki.