- H&M will shut down its Afound online store by the end of this year due to insufficient demand.
- The decision was influenced by brands increasingly preferring to sell through their own channels to strengthen customer relationships.
- Afound was launched in 2018 as an outlet business and later expanded to an online store available in seven European countries.
Stockholm, 22 August (FFN) – Swedish fashion retailer Hennes & Mauritz (H&M) announced that it will close its online store Afound by the end of this year due to weak demand. The company made this announcement on Wednesday, citing the brand’s position in the market as the main reason, according to Reuters.
“In evaluating the current position of Afound, we do not see sufficient demand, partly because brands are increasingly choosing to use their own channels to strengthen their relationships with customers. This led to the difficult but necessary decision to discontinue Afound,” the retailer stated. The online sales platform will gradually be phased out over the coming months.
H&M launched the Afound brand in 2018 as an outlet business with physical stores offering branded clothing from various suppliers. The brand was later expanded into an online store. According to its website, Afound sold clothing in seven European countries, including Sweden, Germany, and the Netherlands.
