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Sandra Halliday Published
March 25, 2025
H&M Group’s youth-focused Monki brand has launched on About You, one of the largest fashion and lifestyle platforms in Europe. About You is currently active in 26 markets with particular strength in Central and Eastern Europe.
The Swedish fashion retail giant has been expanding the Monki brand in recent periods and last September also announced its debut on the Zalora platform that gave it major exposure to the Asian market.
About You — which is part owned by Otto Group and a vehicle belonging to Bestseller — was launched in 2025 to digitalise the classic shopping trip “by creating an inspiring and personalised shopping experience”.
Jennie Dahlin Hansson, Monki’s MD, said the two businesses have a "shared vision about wanting to empower people through fashion” and “to see the Monki community grow and to start this journey together is very exciting”.
The product offer will include a wide range of Monki’s “Scandi-cool-meets-Asian-street-style”.
In the past year, as well as that Valora debut, Monki has also launched into activewear and unveiled a new app with omnichannel and sustainability features.