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