H&M launches Afound in the Netherlands

H&M has announced the launch of its latest brand Afound in the Netherlands.

The outlet concept which launched in June 2018 and has steadily established itself with stores in Sweden will launch with a digital marketplace in the autumn of 2019.

Part of a long-term strategy to expand into Europe, Netherlands will be the first market outside Sweden for the label which focuses on giving fashion new life by offering products that were previously produced. Afound offers clothing, shoe and lifestyle products from hundreds of famous brands for women, men, and kids with up to seventy percent off.

'We believe we have the opportunity to fill a favorable 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,' Managing director Joanna Hummel said in a statement.

Afound Netherlands will offer a carefully selected, seasonless offer from Swedish and international brands with variation in prices both online and in physical stores.

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