Page 29 - RLI September 2019

WEEKDAY ounded in 2002, Weekday currently ships to 19
Helsinki, Finland
markets and has 44 stores in 12 countries across
Europe, offering a unique retail experience and a
F curated mix of women’s and men’s assortments as
well as a small selection of selected brands.
The last 12 months have been a really exciting time for
Weekday, and in the past year they have increased their
expansion to meet new customers, both in existing cities and
new markets as well as expanding its online presence. Also in
this time the brand awareness has grown considerably and
they feel that its customer base is responding really well to its
products, which gives them great hope for the future. WEEKDAY
“Our most recent store openings were in France and Brussels, Belgium
Iceland. We opened our second store in Paris, which is located
in the heart of the Canal St Martin neighbourhood and we
opened our first store in Iceland, in the capital city of Reykjavik, By constantly connecting “For us, social and climate
and we couldn’t be happier with the response so far,” explains themselves with the
Daniel Herrmann, Managing Director of Weekday. communities around them responsibility are always top
In the coming months the brand will continue with they never stop evolving. of mind. From designing and
its expansion across Europe, both in markets where they So what does Herrmann
already have a presence but also in new ones. They are also consider to be the key buying our assortment, to the
looking for new digital partners to give more people the drivers behind the brand’s supply chain, we look at how
opportunity to discover and shop Weekday. success to date?
“For us store locations are not only judged from a sales “Creativity and passion, we can improve and work
and profit perspective. We also see our stores as a place to we simply love to create more responsibly”
build brand awareness, acquire new customers and connect and are not afraid to
with local communities. We believe physical connections are challenge ourselves. We
needed, in addition to digital ones, to build strong and lasting are fortunate to have so many talented and dedicated
relationships with our customers,” Herrmann explains. people working for us.”
New markets for stores are always being considered, and The brand in dedicated to encouraging self-confidence
in fact first stores will open in Poland and Switzerland in the and self-expression through unique, inspiring, artistic and
Dedicated to with the creative communities in Krakow and Zurich. and they stand for creativity and newness.
creative initiatives. The company is inspired by youth cultures
fall, and Herrmann and the team are really excited to connect
In the year ahead, Weekday plans to focus on expansion
Creativity is a huge part of Weekday’s DNA, and it
Creativity and flourishes by connecting with communities around them. and growth. To be authentic and agile as they grow bigger is
The company’s target group is engaged and diverse and this
something they talk about a lot. The company wants to stay
constantly inspires the business to stay current and agile.
creative, curious and connected to people.
Herrmann believes that to make social media work efficiently
“For us, social and climate responsibility are always top
Newness the business must believe in creating genuine relationships that of mind. From designing and buying our assortment, to the
go beyond just digital communication. He goes on to explain
supply chain, we look at how we can improve and work more
responsibly. When it comes to being a responsible business,
that creating real tactile experiences builds community, and
there’s always more to be done. Today we are testing and
then social media can be used for inspiration and to remind
people about the brand and its products.
“Social media is of course an important tool, but we also investigating new ways of production, for example producing
more collection on-demand, instead of saturating the market
believe different channels and experiences play off one with too many products,” explains Herrmann.
Weekday is a Swedish denim and fashion brand influenced by youth culture and street another and our strategy is to put together an efficient eco “One of our greatest challenges is to implement new
style. Here, RLI speaks with Managing Director Daniel Herrmann to learn more about the system that makes people feel included,” says Herrmann. structures and processes so that we can grow while
remaining flexible and relevant. To do this with the right focus
The company is focused on what they can do to stay
company and what plans are in place for the coming years. relevant and genuine and they believe it shines through in in mind, delivering great value to our customer will always be
the products they make and the projects they are involved in. the most important direction for us,” Herrmann concludes.

WEEKDAY
Reykjavik, Iceland
SEPTEMBER 2019 RETAIL & LEISURE INTERNATIONAL 29