H&M Group launches discounted fashion and lifestyle goods marketplace, Afound


Afound, an innovative marketplace offering discounted fashion and lifestyle goods, selected Mirakl, the leading global marketplace solutions provider, to launch the brand new fashion marketplace. With both a store and digital presence, Afound will showcase both external brands and the H&M Group own labels such as COS, Weekday, Cheap Monday, and & Other Stories.

“Consumer demand is changing as shoppers are constantly on the lookout for great deals. The Afound proposition is all about ‘giving great fashion new life’ and providing a premium experience for discounted brands,” said Fredrik Svartling, Managing Director of Afound. “Our vision is to be a deal hunting paradise, giving our customers greater access to discounts alongside amazing new brands.”

Afound provides shoppers with a brand new omni-channel experience where they can access deals in-store and via the online marketplace. The online store (www.afound.com) launched today, June 14th 2018, serving the Swedish market to start. The marketplace strategy will ensure their customers have access to an endless aisle of bargains, and gives Afound a R&D channel to figure out what other brands and products the customers might want in-store.

“Afound is destined to be a powerhouse in the retail world and a true pioneer,” said Philippe Corrot, CEO of Mirakl. “The company is at the forefront of digital transformation and Mirakl is proud to support them on their mission of serving more customers with more great products at a low cost. Afound’s use of the Mirakl platform will enable them to rapidly add new brands, scale assortment, and address new markets.”

Initially Afound will launch the online marketplace and five physical stores in Sweden.