H&M will close Afound this fall

Afound, H&M’s digital outlet, will be closing its doors later this year. Brands that are displayed in the outlet have adopted more direct-to-consumer strategies, resulting in a lack of demand. Their products in sale are often sold on their websites.

Afound was launched in 2018 by H&M. It is a digital outlet platform, showing discounted items. In addition to clothing, shoes and home accessories, it also added cosmetics, perfumes and shampoos to the outlet store in 2020. It features external brands, as well as brands from H&M like Monki and Weekday.

At its launch, Afound started with an online and offline store. That offline store was located in Stockholm, Sweden. Later, it expanded with more brick-and-mortar stores in other countries. But now, it is a purely digital platform operating in seven countries in Europe.