H&M is launching a multi-brand discount store

The H&M group pretty much dominate today’s high street – as well as H&M itself, there’s COS, & Other Stories, Weekday, Monki, Cheap Monday, Nyden and Arket – something for every style and taste. So the news that the retail giant is launching a discounted, outlet-style brand, Afound, is music to our ears (and bank balance).


Afound will be a bargain-lover’s paradise selling discounted clothes and homewares – with up to 70% off – from a mixture of external brands and H&M group’s own brands.’The idea was to create an innovative marketplace in the off-price sector with a relevant, curated and inspirational offering for our customers. We have focused strongly on the experience in both the physical and the digital store. Some people might call us an outlet, but our vision is for the customer to experience a style and deal-hunting paradise,’ says Afound’s creative director, Mattias Ekberg.


The first two physical Afound stores will open in Sweden on June 14, the same time as their website – or ‘digital marketplace’ as they like to call it – launches for international shoppers. You can already sign up at afound.com for ‘pre-shop access’ to limited products and subscribe to their newsletter.

Afound’s stock will be non-seasonal, and also include unique, limited edition collections from a variety of brands on a rolling basis (riffing on the success of H&M’s designer collaborations, perhaps). If this all sounds a little like a slicker, more stylish TK Maxx – or a more affordable version of The Outnet – you’d be right. But it’s about time someone new broke into the outlet shopping arena: let’s hope there website can handle the inevitable surge of bargain-hungry e-shoppers come June 14.