News Article

Digital marketplace Afound is taking further steps into Europe

Today, Afound is taking further steps in its digital expansion in Europe. With the opening of in Denmark, followed by Norway in spring/summer 2022, even more customers will be able to make great deals and at the same time contribute to a more sustainable consumption.

Afound’s mission is 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.

Afound was launched in Sweden in June 2018, followed by the Netherlands, Germany and Austria. The Danish and Norwegian marketplaces ( will offer a wide selection of products from all H&M Group brands, namely H&M, H&M Home, ARKET, COS, Monki, Weekday and & Other Stories, as well as hundreds of other well-known fashion and lifestyle brands – always at up to 70% off.

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. We are very much looking forward to meeting the Danish and Norwegian customer with our offer.

Håkan Henriksson, newly appointed Managing Director, Afound