Swedish fashion brand, Weekday, is set to open its new city centre store on 29 November, just in time for the Christmas shopping season.

A ribbon-cutting ceremony with officers of Sheffield City Council will take place at the store entrance at 10am on Friday 29 November – before the store officially opens for business at 12pm.

The store, which is the brand’s first UK store outside of London, will be offering a special 20% discount (40% for the first 50 shoppers in line) across its whole range on opening day, plus free refreshments from Remedy.

Those who spend £100 or more in store will also get a free hand-printed t-shirt.

Along with fellow Swedish fashion brand, Monki, which is now open next door, Weekday signed up to become one of the first retail tenants in Grosvenor House – the new flagship office building within the Council’s transformative Heart of the City II scheme.

Weekday’s 8,379 sq ft unit, which fronts the corner of Pinstone Street and Cambridge Street, has received a contemporary and industrial-styled fit out.

The Swedish denim and fashion brand is influenced by youth culture and street style. Dedicated to encouraging self-confidence and self-expression, the brand inspires through a combination of creativity and cultural understanding. It reflects on issues such as sexism, gender equality, current events and popular culture.

Proposals for the wider Heart of the City II scheme include more modern workspaces, premium shops, urban homes, restaurants and cafes, stylish hotels and relaxing public spaces.

Nalin Seneviratne, Director for City Centre Development at Sheffield City Council, said:

“It’s a pleasure to officially welcome Weekday to the city centre. It is an exciting new brand for the city and I’m sure our shoppers can’t wait to find out what they’re all about.

“Heart of The City II is a truly innovative scheme. The people of Sheffield told us they wanted to see a vibrant mix of new retail and leisure brands, local businesses, creative spaces and high-quality new homes – and that’s exactly what we’re delivering.

“We are anticipating further exciting announcements in the near future, which reflect our ongoing ambition for this to be the most transformative and ambitious city centre development in the country.”

Daniel Herrmann, Managing Director of Weekday, added:

“We are very excited to be opening our first store in Sheffield – a place known for its creative community, vibrant music scene and urban landscape. The city of Sheffield offers a wealth of new relationships, potential projects and creativity. We really see this as the perfect new home for Weekday.”

Paul Sargent, Chief Executive of Queensberry, said:

“We are thrilled to see Weekday open its doors to the public. The team at Weekday have really bought into the vision for the city centre and the culture of Sheffield and see it as the perfect location to expand their brand.”