We inform you that on this website we use our own and third-party cookies to collect information about its use, improve our services and, where appropriate, display advertising by analyzing your browsing habits. You can expressly accept its use by pressing the "ACCEPT" button or configure and select the cookies you want to accept or reject in the settings. You can also get more information about our cookie policy here.

The global fashion business journal

Jun 15, 20243:45am

H&M continues rearranging its brands: paralyzes Afound offline strategy

The outlet chain of the Swedish giant stated that will focus its expansion in the online channel and will not open more stores.

Oct 9, 2019 — 4:12pm
Related topics

H&M continues rearranging its brands: paralyzes Afound offline strategy



H&M continues rearranging its brands. The Swedish fashion group, number two in the world by revenue, has taken a turn on the business of its outlet chain to focus in its online strategy and paralyze the opening of new stores.


This decision takes place one year after the Swedish giant absorbed Nyden brand, which has since been sold on the H&M website. Soon after, the group closed its multibrand Cheap Monday.


“This is a conclusion we've drawn after our first year; there’s a general market trend, we draw conclusions from how we see that Afound’s customers like to shop,” stated Afound CEO Joanna Hummel.





Afound started running last year in Sweden with the opening of six stores. The comapny distributes men’s, women’s and children’s fashion garments with discounts up to 70%. The goal is to give a second life to the goods that the company couldn’t sell and be able to reduce its stock. 


The Swedish company reached a 171 billion Swedish kronor (17.3 billion dollars) revenue from December to August, with an increase of 11% over the same period last year. Currency exchange rates boosted the company’s growth: in local currency, sales increased by 6%.

Participation rules



Validation policy for comments: 

MDS does not perform prior verification for the publication of comments. However, to prevent anonymous comments from affecting the rights of third parties without the ability to reply, all comments require a valid email address, which won’t be visible or shared.
Enter your name and email address to be able to comment on this news: once you click on the link you will find within your verification email, your comment will be published.

0 comments — Be the first to comment