H&M (Sweden) will launch Afound, a marketplace that the company has dubbed a “style- and deal-hunting paradise” selling discounted fashion and lifestyle products. The retail concept will feature both external and the H&M group’s own brands, offering a wide range of well-known, popular brands for both women and men, the company said in a statement.
Afound will present a carefully selected, season-less range from Swedish and international brands in a variety of price segments both online and in physical stores. Afound will also launch unique, limited product releases from a range of brands, all at attractive prices.
“We see big potential for Afound and are looking forward to introducing the marketplace to our audience in Sweden in 2018. Afound cares about both the value of the products and the mix. And by offering personal style inspiration, quality labels, and the sense that you’re getting a really good deal, Afound will offer a new form of off-price experience”, says Fredrik Svartling, Managing Director of Afound.
Afound’s marketplace will be launched both online and with physical stores, starting in Sweden, in 2018. The first store will open on Drottninggatan in Stockholm in parallel with the launch of the digital marketplace in Sweden.