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H&M launches new discount marketplace amidst store closures set for 2018

Discounted pieces from COS, Cheap Monday and Monki too? Yes please
 
 

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The Swedish fast fashion retail group has dubbed the project "Afound," and describes it as a "style- and deal-hunting paradise" that will take the form of physical stores and an online marketplace. They have also launched a sustainable activewear collection which you can read about here

 

 

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Catering for both men and women, the platform will sell fashion and lifestyle products at discounted prices, with the wares coming from the group's own brands (which include H&M, COS, Weekday, Cheap Monday, Monki and & Other Stories) in addition to external labels. It will also launch unique, limited product releases from a range of brands, and is set to debut in Sweden this year.

 

 

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"Afound cares about both the value of the products and the mix," said Fredrik Svartling, Managing Director of Afound, in a statement. "And by offering personal style inspiration, quality labels, and the sense that you're getting a really good deal, Afound will offer a new form of off-price experience."

The news comes amidst widespread H&M store closures set for 2018, as the fashion brand focuses increasingly on online traffic.

 

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