H&M is Launching Afound

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H&M will be launching a “savings-lovers heaven” called Afound. Afound is a multi-brand discount store. The first two stores will open in Stockholm and Malmö, on June 14th and 16th, but will also be available online to international customers.

According to the H&M website, Afound will be a marketplace, a “style- and deal-hunting paradise” selling discounted fashion and lifestyle products, with both external and the H&M group’s own brands, offering a wide range of well-known, popular brands for both women and men. Afound will present a carefully selected, season-less range from Swedish and international brands in a variety of price segments both online and in physical stores. Afound will also launch unique, limited product releases from a range of brands, all at attractive prices.

“The idea was to create an innovative marketplace in the off-price sector,” Mattias Ekberg, creative director of the brand, told Women’s Wear Daily in a 2018 report.“Some people might call us an outlet, but our vision is for the customer to experience a style and deal-hunting paradise.

Slow to adapt to the shift of consumers to digital avenues, H&M has been struggling with a decline in business in recent months. The Swedish retailer is in the process of redirecting efforts from the store-expansion-fueled growth to improving existing stores and pushing further into the digital sphere according to a 2018 Women’s Wear Daily report.

Afound has not yet disclosed any brands that will be in stock. It is presumed that the brands in stock will include names from the H&M stable, such as Weekday, H&M, & Other Stories, Cos and Arket. For Fredrik Svartling, the brand’s managing director, creating a strong digital presence was crucial for Afound.

“We want to make it easy for our customers by being where they are, whether it’s digitally or in selected physical stores, and by offering a range tailored to local demand,” said Svartling according to a Women’s Wear Daily report.

I tend to focus my attention outwards and am drawn to the external world of action. I learn a lot about the world through experience. Focusing on what I have seen, heard, or touched, gives me the ability to develop a practical and realistic outlook on the world. Making decisions based on impersonal criteria like principles and logic is very important to me.I accept responsibility for my actions. When I succeed, I accept the satisfaction of the achievement, and if I do fail at something, I learn from it and do better next time. I feel confident in my abilities and am accepting of myself. I have good time management skills. I am able to fit the most important things in life into my schedule. I have a strong sense of goal commitment.

  • Amanda Macolino

    How will this be different than the great low-priced clothing that the company already sells? Definitely interested in learning more though, H&M is a great company!

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