H&M launches Afound online outlet: 400 brands, up to 70 percent discount

• The Swedish fashion group H&M opens a new outlet marketplace in Germany with Afound.
• Products from all brands belonging to H&M are sold on the platform – and with a clear discount.
• Afound is already available in Sweden and the Netherlands, and now also in Germany and Austria.

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The Swedish fashion group H&M is launching a new online outlet marketplace in Germany this Thursday under the name Afound. Afound has been in Sweden since 2018, and the outlet is also represented in the Netherlands. There are even Afound branches in these two countries, but only one online shop is currently planned in Germany and Austria.

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On the new marketplace, customers are to receive products from past and current H&M fashion collections, with discounts between 20 and 70 percent, as reported by the Fashionunited portal.

Other brands belonging to H&M such as Weekday or Arket will also be found in the shop, as will H&M partner brands Puma, Diesel and Vans. Over 400 brands come together as reported by the trade magazine “Textilwirtschaft”.

Afound boss Joanna Hummel said they wanted to “revolutionize the industry”. There are also expansion plans.

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