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Afound to open debut stores in Stockholm and Malmö in June

By Vivian Hendriksz

May 31, 2018


London - Afound, the off-price marketplace concept develop by fashion giant H&M Group is set to open its first two physical stores in Sweden. Located in Stockholm and Malmö, the first will open its doors on June 14 at Drottininggate 53, while the latter will open to the public on June 16 at Södergatan. The digital marketplace will also be launched in parallel with the opening of the two debut physical stores.

Afound confirms opening dates for first physical stores in Sweden

“The idea was to create an innovative marketplace in the off-price sector with a relevant, curated and inspirational offering for our customers,” said Mattias Ekberg, Creative Director, Afound in a statement. “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.”

Afound’s Stockholm store is found on one of the highest footfall shopping streets in the Nordic region, nearby stores from its sister brands H&M and Arket. The Afound store will span across two floors, offering apparel for men and women. The store in Malmö in turn is located in the heart of the city, in a two story historic stone building.

The opening of Afound’s first two physical stores is part of the company’s long term strategy to develop a strong presence in the majority of towns across Sweden. Afound is set to open additional stores in Gothenburg, Skärholmen and Kristianstad later this year. “We are very much looking forward to the imminent opening of our first two stores in Stockholm and Malmö, and our online store," added Afound’s Managing Director, Fredrik Svartling.

"Our team is happy and excited about finally having the chance to introduce our concept which will, we believe, gives our customers, a completely new shopping experience in an exciting segment. We want to make it easy for our customers by being where they are, whether it’s digitally or in selected physical stores, and by offering a range tailored to local demand. We will be offering a large number of attractive brands at really good prices.”

Photo: Afound