Monki Business: A stand-alone store on Carnaby Street

H&M is definitely not monkeying around this year. Following two hugely successfully collaborations with Versace and another upcoming Italian cross-over with Marni in March, the chain is now moving to Carnaby Street this month as the high street giant’s Monki brand launches its first stand-alone store on this colourfully iconic street. Super cute and quirky, every item Monki has to offer is adorable and I predict it won’t be long before they become staples in your wardrobe.

Monki’s sister brand, Cheap Monday, is also setting up shop on Carnaby Street this February. Both labels were purchased by H&M in 2008 and trade through concessions at Selfridges. H&M also own the higher-priced fashion brand COS.

Henrik Aen, chief executive of Monki, said: “We experience a high demand for our designs at Selfridges, so to treat our UK customers to the full impact of our story-based store designs – at another prime location – is the natural step for us.”

The urban fashion label has more than 50 stores in eight countries around the world, but this will be its first in the UK. The brand’s operation in the UK so far has only been a concession in Selfridges and, with incredibly stylish clothes at very affordable price points, it’s been a huge triumph. Having successfully whetted the appetites of the British, it’s finally time for more.

Monki calls itself ‘a flirt between street style and Scandinavian fashion sense’. But Monki is not just a fashion label; it is also a store concept – telling stories is as much a part of what the brand means as the clothes themselves. Monki’s World ranges from the Forgotten Forest to the City of Oil and Steel, and each store is a feast for the eyes. I can’t wait to see the magical Sea of Scallops, Monki’s underwater theme also used in the Stockholm branch, that’s coming to Carnaby Street.

The Monki London flagship store opens its doors on 24 February. For more information, click here.

Khaleda Rahman