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By Eromosele Patrick Eidusi

H&M is launching a “Style and deal-hunting paradise” in the form of Afound, a multi-brand discount shopping destination. The first two stores will open in Stockholm and Malmo, on June 14 and 16, but will also be available online to international customers.


“The idea was to create an innovative marketplace in the off-price sector,” Mattias Ekberg, creative director of the brand, told WWD.

“Some people might call us an outlet, but our vision is for the customer to experience a style and deal-hunting paradise.”

Although Afound has not yet disclosed which brands it will stock, presumably its discount offering will include names from the H&M stable, such as Weekday, H&M and Other Stories, Cos and Arket. Creating a strong digital presence was very important to 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 Fredrik Svartling, the brand’s managing director.

Read also: Mario Testino Closes His New York Creative Agency

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