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H&M launches Afound in the Netherlands

H&M will launch its latest brand Afound in the Netherlands. It’s the first market outside Sweden where H&M will be present with its outlet concept. In the autumn of this year, Afound will launch in the Netherlands.


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H&M launched its outlet brand Afound in June of last year. Not only did the online store opened its digital doors, physical stores in Stockholm and Malmö also started welcoming customers.

Digital marketplace is the first step

And now the independent brand within the H&M Group is expanding in Europe, with the Netherlands 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”, the company explains.

‘The Dutch will welcome our outlet concept’

Managing director Joanna Hummel added by saying the Netherlands is an exciting market for them to enter. “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.”

Whereas H&M only sells new fashion items, Afound focuses solely on giving fashion a second life by offering products that have already been produced. The outlet offers clothes, shoes and lifestyle items from well-known brands for women, men and children.

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