H & M plans new store concept 'Afound'
Shopping in the outlet
Last November, the first H & M pop-up outlet opened in Wolfsburg? Now the Swedish clothing company is planning a new store concept, as stated in an official statement:
'Afound' will be a marketplace, a style and bargain paradise where there will be reduced fashion and lifestyle products from both external brands and private labels.
The new marketplace called 'Afound' is therefore not limited to the H & M house brands, but on- and offline will also be foreign brands priced to buy. The first afound store will open in Stockholm, while at the same time the online shop is launched.
New strategies from H & M
The new H & M plans are already the apparel company's second new strategy in 2018. It was recently announced that another H & M under-brand will launch this year. With / Nyden, the group wants to address millennials and bring collections in collaboration with influencers on the market. Less positive, however, were the negative headlines surrounding the latest campaign that accused H & M of racism.
