News article

Afound to launch in the Netherlands

Afound to launch its digital marketplace in the Netherlands 24 October as first market outside Sweden.

21 Oct, 2019
“The Netherlands is the starting point for our expansion in Europe. We choose the Netherlands because the Dutch are at the forefront of online shopping and we are convinced that they, just like the Swedish consumer, would like to close a good deal. We think that offering existing collections is a modern way of shopping. We want to be a one-stop shop for the best deals on a wide selection of fashion and lifestyle brands and are therefore delighted to open our digital doors for Dutch consumers”.
                            Joanna Hummel, Managing Director, Afound.


Opening online 24 October, the digital marketplace will offer deals on well-known fashion and lifestyle brands for women, men and kids. With the mission to give fashion new life, the assortment only consists of existing collections from past and present seasons. Afound was launched in June 2018 – with its first store opening at Drottninggatan in Stockholm alongside an online presence in Sweden. During 2018 and 2019, additional stores were opened throughout Sweden.


For further information or any questions please contact:

Afound, Helena Filipsson, Head of Marketing & Brand

About Afound

Afound is a marketplace for deals. With the mission to give fashion new life, Afound offers new deals every day without producing any new materials. Instead of designing a new collection, Afound makes it easy to find deals on pre-existing collections from past and present seasons. The digital marketplace ( and first physical stores were launched in June 2018. Today, Afound offers a wide assortment including hundreds of fashion brands for women, men and kids.

Afound is an independent brand within H&M Group.

H&M Group uses cookies to give you the best experience on our website. If you continue to use our services, we'll assume that you're happy with this. Find out more about cookies.