“It’s as if Topshop and H&M had a baby.”
Monki threw open the doors to its first northern store with a millennial call to action: glittering disco cloud lighting, a DJ track list of girl-power noughties hits, countless Instagram photo opportunities and a generous discount.
Now open at Manchester Arndale (on the ground floor near to Costa Coffee), the Swedish brand fulfilled its promise of a fantasy-inspired ‘Monki World’ concept store.
With its first physical presence in Manchester, it’s easy to see why Monki has had such a loyal online audience. The store is packed to the brim with fun, youth-led trend pieces alongside Scandinavian inspired basics. It’s as if Topshop and H&M had a baby.
The clothes feel very much of the now. They’ve stocked up on various polka dotted outfits (this summer’s key trend) whilst much of the pieces are casual and loose fitting, hinting towards the widely documented gender-neutral fashion movement.
After a celebrated swimwear campaign with unretouched photos, Monki’s commitment to body positivity and diversity is also felt throughout the store. They’ve added cute affirmations such as “you’re a total babe” to the windows.
Judging by the lengthy queues, it’s safe to say the new store was much anticipated by Manchester shoppers. Monki clearly understand its audience, though perhaps alienating an older crowd. Regardless, the brand's affordable price points (with many items under £30) and a wide side range (up to a size 22) will undoubtedly entice a loyal customer base in the city centre.
“Monki is a 360 experience – our style, our community, our expressive stores online and on the high street and our commitment to empower young women, are all part of it,” said Lea Rytz Goldman, Managing Director for Monki ahead of the launch. “We’re thrilled to bring the full concept to fans of our style in Northern England."