Afound news and archive

Scandinavian brands: minimalism at its best

Inspired by Copenhagen Fashion Week which took place last month, FashionUnited is looking at the Nordic codes that inspire the slow life trends. In the region, sustainable products and organic materials are synonymous with low consumption. From furniture to decorations, Scandinavian design is distinguished by its minimalism and functionality....

Retail

H&M’s Afound to sell remaining pieces of French concept store Colette

Many fashionistas lamented the closure of Parisian concept store Colette, which shut its doors for good last year. However, there’s still a chance to get a hold of some of Colette’s items -- if you’re willing to go to Sweden, that is. Afound, the multi-brand discount store launched by H&M in its motherland earlier this year, announced a “final...

Retail

H&M’s new discount concept Afound opens online shop

Swedish fashion company H&M opened the first online shop for its new off-price concept Afound a few days ago, on Thursday. However, like the first brick and mortar stores that opened at the same time, the online shop is initially available in Sweden only. Potential customers should therefore be comfortable with navigating the site in Swedish and...

Retail

H&M to open Afound stores in Sweden

H&M is expanding their presence in Sweden. The company will be opening its first Afound stores in the country this June. Afound sells discount clothes from a variety of brands. After taking a loss, which is virtually unheard of for the company, they are working on different retail formats to continue engaging customers. H&M had long been one of...

RetailFeatured

Afound to open debut stores in Stockholm and Malmö in June

London - Afound, the off-price marketplace concept develop by fashion giant H&M Group is set to open its first two physical stores in Sweden. Located in Stockholm and Malmö, the first will open its doors on June 14 at Drottininggate 53, while the latter will open to the public on June 16 at Södergatan. The digital marketplace will also be...

Retail

Afound to open several stores in Sweden this year

London - Afound, the new off-price marketplace from the H&M Group, is set to open several locations in Sweden later this year. The first physical store from the new retail concept to open will be located on Drottninggatan in Stockholm City, next to its sister brands Arket and H&M later this year. The debut store opening is set to occur...

RetailFeatured

H&M moves into the off-price marketplace with Afound

London - The rumors have proven to be true - Swedish fashion giant Hennes & Maurtiz is set to launch Afound, an off-price marketplace in 2018. The move sees the H&M group going head to head with leading online marketplaces (as well as offline), as the retail giant aims to create a “style-and deal-hunting paradise” which offers discounted fashion...