Asos has become one of the exclusive retailers for H&M’s relaunched Cheap Monday brand.
The online fashion giant said the revival of Cheap Monday sees it “continue to build on its partnership with the H&M Group” as it already sells &Other Stories, Monki, and Weekday.
Now available in key markets on Asos, menswear and womenswear ranges from Cheap Monday will feature an assortment of denim, from skinny fit jeans to the western bootcut to extreme baggy, and accessories influenced by youth culture and street style.
Originally founded in 2004, H&M closed the trendy denim brand back in 2018 due to poor sales, in order to focus on its core business. As a result the retailer’s London store and website shut.
Asos partner brands director Shazmeen Malik, said: “Cheap Monday is an iconic brand which blends a rebellious spirit with relevant designs. It was extremely popular when it was originally launched, so we’re thrilled to see it revived and made available on Asos.”
Cheap Monday managing director Kim Holm said: “Cheap Monday strikes a chord with today’s youth, empowering them to authentically express themselves through their clothing and freely experiment with their personal style.
“This is taken one step further by launching on Asos who, with its unique fashion lens, have styled the collection to create looks for different personalities.
The news comes as Asos revealed it has a sold majority stake in Topshop and Topman in a new joint venture deal with Heartland, an investment company owned by Bestseller owner the Holch Povlsen family.
Heartland, will pay £135m for a 75% stake in the brands, with Asos holding the remaining 25%. The online retailer bought Topshop and Topman, alongside Miss Selfridge and HIIT, for £265m in 2021 after owner, Sir Philip Green’s Arcadia, plunged into administration.
The deal will grant the online retailer certain design and distribution rights for the Topshop and Topman brands in return for a royalty fee enabling it to continue selling the brands.
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