H&M brand Afounds expands to Europe

03 Jul '19

2 min read

Courtesy: H&M

Afound, an independent brand within the Hennes & Mauritz (H&M) Group, has confirmed its expansion into Europe, with the Netherlands set to become the first market outside Sweden. Afound is a new outlet concept and marketplace that’s all about giving fashion new life by offering products from hundreds of well-known brands for women, men and children.

”We are very happy and proud to be able to take our concept as an innovative outlet and marketplace out into Europe, with the Netherlands as our first country later this year. The Netherlands is an exciting market for us to enter, where we believe we have the opportunity to fill a favourable position. The Dutch customer is an astute customer. And one we believe will warmly welcome our concept of offering really good deals on products that are already produced – such as overstock, in our marketplace," Joanna Hummel, managing director, Afound.

After launching afound.com in 2018 and establishing itself with stores in a number of cities around Sweden during 2018 and 2019, Afound is now aiming at Europe – with the Netherlands set to become the first market outside Sweden. Establishment in the Netherlands is part of a long-term strategy with the ambition to expand Afound out into Europe. Establishment will take place with the launch of a digital marketplace in the autumn of 2019 as the first step. (RR)

Fibre2Fashion News Desk – India

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