May 3, 2022
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Afound expands further in Europe

May 3, 2022

H&M Group’s digital marketplace Afound is expanding in Europe and has announced the opening of afound.com in Denmark. This will be followed by a debut in Norway later this season.


The brand’s new MD Håkan Henriksson said that the Nordic market has a “high digital maturity and there is a great interest and strong brand awareness for the brands we are offering. Denmark and Norway were therefore an obvious choice as Afound’s next European markets”.

Afound has followed the usual H&M Group approach of its smaller brands with the company rolling it out very gradually in key markets.

It was launched in Sweden in June 2018, followed by the Netherlands, Germany and Austria. 

It aims “to be the destination for great discounts on everything, always. By offering products that haven’t reached their customer in the full price market, Afound gives them a second chance to come to use – and its customers the opportunity to score a great deal”, the company said.

As such, the Danish and Norwegian marketplaces will offer a wide selection of products from all H&M Group brands, including H&M itself, plus H&M Home, Arket, Cos, Monki, & Other Stories, and Weekday, “as well as hundreds of other well-known fashion and lifestyle brands – always at up to 70% off”.

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