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Sep 12, 2022
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Monki to open experiential Stockholm flagship this month

Published
Sep 12, 2022

Swedish fashion retail giant H&M Group is relocating the Stockholm flagship for one of its brands — Monki — and is pulling out all the stops with the debut of its new store on a new street on 30 September.


Monki's AW22 campaign


Featuring an “experience & community area, [a] Monki Preloved fashion space, plus a creative collab with upcoming illustrator Vanja Ivarsson”, it reflects may of the obsessions that define modern fashion retail.

The store is in the prime location Drottninggatan 53, covering 550 sq m of “sisterhood, fashion, and a unique store experience”.

The MD of Monki, Jennie Dahlin Hansson, said that launching a flagship “on this iconic shopping street in the capital of Sweden feels right at home for us as a brand. We’re incredibly proud and can’t wait to share this new space with our Stockholm community”.

The community area in the store is where shoppers can “hang out, interact, and inspire each other”. And Monki said that with the space, it “aims to co-create with collaborators and partners to host events, activities and workshops for a full brand experience”.

As mentioned, there will also be a Preloved area and it’s the official introduction of this to the brand after a pilot period. As a space for “re-selling fashion treasures", it’s run as a collab with Sellpy and the Monki community. 

Monki Preloved piloted successfully in the Götgatan store and will now expand to the Drottninggatan store. The goal is to roll out the concept in more stores and markets “in the near future”. 

The brand’s new flagship store will also feature a digital checkout counter for the customers to scan and pay with their phones.

As part of the launch, Monki is introducing a campaign called From King to Queen, originating from the store’s relocation from Kungsgatan (King street) to Drottninggatan (Queen street). 

It has teamed up with the Swedish illustrator and comic artist, Vanja Ivarsson “to elevate the campaign”. Her “bold and cheeky artwork” will be fronting the communication around the opening.

Opening day will see plenty of “fun Monki happenings, music and a community treat: 40% off a purchase for the first 100 in line”. 

For the Friday and the opening weekend, customers will also be able to create their own From King to Queen print in the pop-up Creator Studio AR Kiosk, choosing from different illustrations and patterns made by Ivarsson. The finished design will be print-on-demand and delivered to the customer’s home address within a few days.

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