H&M’s Outlet Brand Afound Tweaks Strategy Toward Online

H&M’s Outlet Brand Afound Tweaks Strategy Toward Online
H&M-owned multi-brand discount store Afound on the day of the brand's launch, in Stockholm, Sweden, Jun. 14, 2018. Anna Ringstrom/Reuters
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STOCKHOLM—Fashion retailer H&M’s newest independent business, outlet brand Afound, will focus more on online expansion and less on physical store expansion than previously planned, it said on Oct. 8.

H&M in recent years has launched several separate brands such as Arket and H&M Home to broaden its customer base as its core H&M brand has struggled to adapt to the online shift.