H&M Group to close online fashion outlet Afound

H&M Group is to close its online fashion outlet Afound this autumn due to insufficient demand.

The platform offers customers reduced prices on past and present collections from a range of fashion and lifestyle brands, including those from H&M Group.

In a statement, H&M said: “H&M Group constantly reviews initiatives, projects, and brand plans at large, adjusting priorities to secure economic viability and long-term resilience.

“When evaluating Afound’s current position, we don’t see enough demand, partly because brands increasingly choose to use their own channels for sales, to further strengthen their customer relationships. This has led to the difficult but necessary decision to discontinue Afound.”

With the outlet’s ongoing operations due to be phased out during the coming months, H&M said it will support the team in continuing their careers within or outside the group.

It added: “Afound and the team have broken new ground for H&M Group, renewing off-price in a way that has served both customers and brands since the start in 2018 and the valuable insights and learnings generated during the journey will be captured and built on going forward.”