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15.06.2018 | Наталья Кулагина

H&M launched Afound, a multi-brand discount marketplace

H&M announced the opening dates of the first two stores of the discount marketplace Afound, which will be located in Stockholm and Malmo. The Stockholm store opens on June 14, and the Malmo store will open on June 16. Online sales through the website will be launched in parallel with the opening of two stores.


The Stockholm store is located on Drottninggatan, one of the most popular shopping streets in the Scandinavian region. The Malmo store is located in the heart of the city, in a historic two-story stone building that used to house a bookstore.



Afound will become a universal place for shopping. The stores will sell items of their own brands H&M group, as well as other popular brands at discounted prices. The range will be represented by men's and women's clothing, accessories and lifestyle goods in different price segments. In addition, Afound will sell limited collections of a number of brands released specifically for distribution on the site H&M, the company reports.



The idea was to create an innovative marketplace in the off-price segment with appropriate inspiring offers for our customers. Some people may call us an outlet, but our vision is that we create a paradise for lovers of stylish clothes and good discounts, commented Matthias Ekberg, Creative Director of Afound.



The opening of two stores is part of a long-term strategy aimed at creating Afound in most Swedish cities, and additional stores are planned to open in Gothenburg, Skarholmen and Kristianstad this year.



"Our team is happy and excited to finally introduce a concept that we believe will give our customers a whole new shopping experience in an exciting segment," said Fredrik Swartling, Managing Director of Afound. "We want it to be easier for our customers to purchase the necessary goods, regardless of where they shop, in online or offline stores, and we will select an assortment that meets local demand. We will offer a large number of attractive brands at really good prices," he added.


Source: H&M group

Photo: Afound