H&M Group is set to close its online fashion outlet Afound this autumn due to insufficient demand. Afound offers customers reduced prices on past and present collections from a range of fashion and lifestyle brands, including those from H&M Group. The platform was founded in 2018, and now its current operations will be phased out in the coming months. H&M said it will support the team in continuing their careers within or outside the group.

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.”