Retailer View – Monki

Founded in 2006, Monki is a young fashion brand for women targeting 14- to 20-year olds. Monki describes its core collection ‘a flirt between expressive street style and crisp Scandinavian fashion sense’.

H&M Group acquired 60% of Monki's owner Fabric Scandinavien, which also operates casualwear retailer Weekday and denim brand Cheap Monday, in 2008 before snapping up the remaining 40% in 2010.

Monki launched in the UK market in September 2011 with the opening of a concession in Selfridges London.  Although exact UK store ambitions are unknown, Monki has been growing steadily in the UK with its "Scandi cool meets Asian street style” look appealing to young British consumers. There are now seven standalone Monki stores in the UK with an outlet in Birmingham coming soon according to its website.

Monki’s unique selling point is its idiosyncratic store layout and unconventional branding.

Currently operating 115 stores in 14 markets in Europe and Asia, as well as an ecommerce site that delivers to 18 European countries, Monki seems destined to continue to grow despite the rapidly changing fashion industry.