Asos has been chosen as one of the select retailers for the reintroduced Cheap Monday brand by H&M.
The online fashion retailer announced that the comeback of Cheap Monday will “further strengthen its partnership with the H&M Group,” which already includes brands like &Other Stories, Monki, and Weekday.
Available now in major markets through Asos, the menswear and womenswear collections from Cheap Monday will showcase a variety of denim styles—from skinny jeans to western bootcuts and extremely baggy options, along with accessories that reflect youth culture and street style.
Founded in 2004, H&M discontinued the fashionable denim line in 2018 due to underwhelming sales to refocus on its primary business, leading to the closure of its London store and online presence.
Shazmeen Malik, the director of partner brands at Asos, stated: “Cheap Monday is a legendary brand that combines a bold attitude with relevant designs. It was hugely successful upon its initial launch, so we’re excited to see it brought back and available on Asos.”
Kim Holm, managing director of Cheap Monday, expressed: “Cheap Monday resonates with the younger generation, allowing them to express their individuality through fashion and experiment with their unique styles.”
“This initiative is taken even further by launching on Asos, which, with its distinctive fashion perspective, has styled the collection to cater to various personalities.”
This announcement comes as Asos disclosed its sale of a majority interest in Topshop and Topman as part of a new joint venture arrangement with Heartland, an investment firm owned by the Holch Povlsen family, who also owns Bestseller.
Heartland is set to pay £135m for a 75% share in the brands, while Asos will retain the remaining 25%. The online retailer acquired Topshop, Topman, Miss Selfridge, and HIIT for £265m in 2021 when the previous owner, Sir Philip Green’s Arcadia, entered administration.
This agreement will provide Asos with specific design and distribution rights for Topshop and Topman in exchange for a royalty fee, allowing them to continue selling these brands.
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