H&M Brand has been quite busy these days. On Friday, the brand launched their new, upscale Arket store in Sweden to attract high-end consumers complete with an in-store Nordic café. While Arket clothing may be a little out of my (and the average person's) price range, Afound is more affordable.
The multi-brand outlet store is a discounted marketplace full of fashion finds. H&M executives discussed their vision for the store: "Our vision is for the customer to experience a style and deal-hunting paradise.” Afound is set to open June 14 in Stockholm and June 16 in Malmö. But don't worry, Afound will be available online to international fashionistas. The brands that Afound will offer is not officially confirmed, however, it has been rumored that the store will carry Weekday, H&M, & Other Stories, Cos and Arket with discounted price tags.
H&M Magazine Editor's Picks for Summer 2018. Image and pieces can be found here.
AIFW is looking forward to this exciting endeavor by H&M, and more news to come from us upon unveiling of Afound's online selection. Happy shopping!