Afound, H&M’s fashion store, expands in Europe

H&M, the Swedish fashion conglomerate, is launching the concept outlet store and marketplace in the country later this year.

The H&M Group is bringing ‘Afound’, its discount fashion brand, to the Netherlands. The digital marketplace is planned for fall.

“The Netherlands is an exciting market for us to enter, where we believe we have the opportunity to fill a favorable position,” said Joanna Hummel, Managing Director, Afound, in a statement. “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.”