Secret Sales has acquired Afound, a digital marketplace founded by H&M Group in 2018 selling its own as well as third party brands. This move will allow Secret Sales to expand into the Nordics – Sweden, Norway, Denmark & Finland, strengthening its position in the European off-price fashion market.
The integration of Afound’s established brand by Secret Sales will enable Afound customers to access an extensive inventory sourced from 3,800 premium brands across Europe. Afound will retain its brand identity and design aesthetic whilst leveraging Secret Sales’ technology platform.
Chris Griffin, CEO Secret Sales said: “In today’s challenging retail environment, we’re proud to be setting a new standard for brands and retailers to manage discount inventory in a way that enhances their brand and drives long-term profitability. Bringing Afound into the Secret Sales family reinforces our commitment to growing our premium off-price solution across Europe. By expanding into the Nordics, brands now have an even greater opportunity to reach new customers in multiple regions while maintaining control over their positioning. This acquisition is another step transforming the off-price landscape.”
Ville Klemming. managing director, Afound added: “We are happy that the brand and the value created can continue to live and we are grateful to everyone who has contributed to the journey.”
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