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‘H&M wants to launch Afound in Germany’

H&M apparently has plans to soon launch Afound in Germany. The outlet concept is currently only available in two markets, but a third might be on its way. At least, that’s what a Facebook ad makes people believe.


Afound is H&M’s outlet brand that was launched in June 2018. The marketplace for deals started in Sweden (where else?) and expanded to the Netherlands one year later, in the autumn of 2019.

Facebook ad suggests Afound comes to Germany

Now, it seems that Germany will be the third market where this H&M retail brand will launch. As discovered by Location Insider, a Facebook ad suggests the Swedish fashion retail giant is looking to launch Afound in Germany.

The Facebook ad from Afound. ©Location Insider
The Facebook ad from Afound. © Location Insider

In the ad, Afound advertises that it offers items from 400 fashion brands with a 25 to 70 percent discount. After a click, users can register to receive a notification email as soon as the concept starts in Germany. But as Location Insider puts it: “theoretically, the whole thing could just be a test to see how great the interest in Germany is.”

It could be a test to see how great the interest in Germany is.

Update 5 May 2020:
H&M has confirmed it will launch Afound in Germany The digital marketplace will also expand to Austria.

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