H&M is launching a multi-brand discount store - YOU Magazine Fashion Beauty Celebrity Health Life Relationships Horoscopes Food Interiors Travel Sign in Welcome!Log into your account Forgot your password? Password recovery Recover your password Search Sign in Welcome! Log into your account Forgot your password? Get help Password recovery Recover your password A password will be e-mailed to you. YOU Magazine Fashion Beauty Celebrity Health Life Relationships Horoscopes Food Interiors Travel Home Fashion H& M is launching a multi-brand discount store By You Magazine - June 5, 2018 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). Getty 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. https://www.instagram.com/p/BjnJjshl-tG/?taken-by=afound 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. RELATED ARTICLESMORE FROM AUTHOR Rochelle Humes has launched a gorgeous new edit with Next Shop the YOU Magazine Instagram YOU picks the best new-in buys from M& S Popular in Fashion Laura Jackson has teamed up with Next for the chicest knitwear January 22, 2020 Holly Willoughby’ s birthday dress is another Zara bargain February 10, 2020 The Instagram-famous & Other Stories wool blazer is back in stock August 31, 2022 Lorraine just wore Emma Willis’ Next collection from head to toe March 17, 2020 The prettiest spring dresses under £100 March 1, 2022 Everyone is buying Holly’ s gorgeous gingham Oasis dress May 14, 2020 13 bargain dresses to buy in ASOS’ s extra 20 per cent June 10, 2020 This £20 H& M dress is set to be the social media June 26, 2020 Stacey Solomon x Primark is back for a third collection with July 20, 2020 Searches for this perfect heatwave summer top style are up 5000% August 10, 2020 Popular CategoriesFood2704Life2496Fashion2240Beauty1738Celebrity1261Interiors684 Sign up for YOUMail Thanks for subscribing Please check your email to confirm (If you don't see the email, check the spam box) Fashion Beauty Celebrity Life Food Privacy & Cookies T&C Copyright 2022 - YOU Magazine. All Rights Reserved