Fast fashion retailer H&M is opening a discount marketplace called Afound, in an effort to re-engage its consumer base amid controversy.
This new discount marketplace has been described by the brand as a “style and deal-hunting paradise” and will open a brick-and-mortar location in Sweden as well as an online store. H&M has launched other brands in the past but Afound serves as the first to feature a lower price point than what's expected of the already affordable retailer. Afound's managing director says the brand "cares about both the value of the products and the mix. And by offering personal style inspiration, quality labels, and the sense that you’re getting a really good deal, Afound will offer a new form of off-price experience.”
Image Credit: Sara Sette