Afound, which is owned by H&M, is set to launch its online marketplace in the Netherlands, expanding outside of Sweden for the first time.
The brand was launched in 2018 with an online shop and a bricks-and-mortar store in Drottninggatan in Stockholm. It then opened more stores in Sweden throughout 2018 and 2019.
Joanna Hummel, managing director of Afound, said: “The Netherlands is the starting point for our expansion in Europe. We choose the Netherlands because the Dutch are at the forefront of online shopping and we are convinced that they, just like the Swedish consumer, would like to close a good deal. “
