H&M Launches Its Own Outlet-Like Marketplace, Curating Fashion For Shoppers

H&M Launches Its Own Outlet-Like Marketplace, Curating Fashion For Shoppers
Store Experience & Design

Currently operating in Sweden, Afound chooses items from popular as well as smaller brands, offering shoppers access to a wide variety of options at low prices, all in one place

Leo Lutero
  • 2 july 2018

H&M has created Afound, an online marketplace and IRL store that sources the most stylish and affordable pieces from different labels and retails them at a cheaper price. Currently available only in Sweden, the style and deal-hunting service finds items from other brands to curate looks at competitive prices.

Afound aims to “sweep the world for gems, hand-pick our favorites and reduce the price before presenting our finds” to consumers, offering a wide range of well-known brands for women and men. This departure from H&M’s core business of creating mass-produced fast fashion and instead helping consumers connect with curated and stylized looks responds to changing consumer demands and behaviors, like many millennials now opting for durability rather than trends.

Afound creates an aura of exclusivity, as it also features unheard of brands alongside the occasional vintage Diors. The service extends H&M’s reach to shoppers who are interested in not only only low prices and on-trend looks, but also in hand-picked, stylized collections that can provide inspiration and access to pieces consumers might not otherwise have encountered.


Lead image: Afound via Facebook

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+store experience & design

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