Press release

Afound is stepping into the Netherlands

Afound confirms its expansion into Europe, with the Netherlands set to become the first market outside Sweden.

27 Jun, 2019 12:27 CEST

After launching in 2018 and establishing itself with stores in a number of cities around Sweden during 2018 and 2019, Afound is now aiming at Europe – with the Netherlands set to become the first market outside Sweden. Establishment in the Netherlands is part of a long-term strategy with the ambition to expand Afound out into Europe. Establishment will take place with the launch of a digital marketplace in the autumn of 2019 as the first step.

”We are very happy and proud to be able to take our concept as an innovative outlet and marketplace out into Europe, with the Netherlands as our first country later this year. The Netherlands is an exciting market for us to enter, where we believe we have the opportunity to fill a favourable position. The Dutch customer is an astute customer. And one we believe will warmly welcome our concept of offering really good deals on products that are already produced – such as overstock, in our marketplace”   

Joanna Hummel, Managing Director, Afound


Afound Netherlands:

For further information or any questions please contact:

Ulrica Bogh-Lind, Communications and PR Manager, Afound:

About Afound

Afound is a new outlet concept and marketplace that’s all about giving fashion new life by offering products that have already been produced. Afound offers clothes, shoes and lifestyle products from hundreds of well-known brands for women, men and children – and always at a really good deal. With physical stores and a digital marketplace, Afound presents a hand-picked range from local and international brands in various price segments. Afound was launched in June 2018 – with its first store opening on the high street Drottninggatan, in Stockholm alongside an online presence in Sweden. During 2018 and spring 2019, additional stores were opened in Malmö, Kristianstad, Gothenburg, Skärholmen and Kista. In autumn 2019, Afound will be launched in the Netherlands as the first European market. Afound is an independent brand within the H&M Group.



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