Thursday 18 October 2018

H&M is launching a multi-brand discounted retailer - and it will be available to Irish shoppers

A view of the new H&M store during H&M and Cara Delevingne to celebrate the opening of a new location at Westfield World Trade Center at H&M on November 17, 2016 in New York City. (Photo by Craig Barritt/Getty Images for H&M)
A view of the new H&M store during H&M and Cara Delevingne to celebrate the opening of a new location at Westfield World Trade Center at H&M on November 17, 2016 in New York City. (Photo by Craig Barritt/Getty Images for H&M)
Fashion fans queued through the night at the H&M store on Dublin’s College Green
Amy Huberman.
Kenzo x H&M
Nadia Forde at the new H&M flagship store in Ireland on Dublin's College Green
Nadia Forde at the H&M Flagship store opening on Dublin's College Green
Pippa O' Connor at the opening night of H&M’s flagship store in College Green,Dublin. Photo: Gareth Chaney Collins
Caitlin McBride

Caitlin McBride

The bargain shopping game is about to get even more exciting.

H&M is the parent company which also owns & Other Stories, COS and Arket, and they are launching a new chain of multi-brand discounted stores named Afound.

The brand is expected to stock all pieces from the H&M stable at a discounted rate, which will be launching on June 14.

The first two stores will open in the company's home cities of Stockholm and Malmö, and is labelling itself as a "style and deal-hunting paradise", which is essentially an outlet store including some of their best-selling brands.

“The idea was to create an innovative marketplace in the off-price sector, creative director of the brand Mattias Ekberg told WWD.

“Some people might call us an outlet, but our vision is for the customer to experience a style and deal-hunting paradise.”

Kenzo x H&M
Kenzo x H&M

Marketing director Fredrik Svartling said he understands the need for immersible digital shopping experiences, which means the collections will be available online with international shipping so that Irish shoppers can access discounted pieces which will be "tailored to local demand".

It's a bold move in recognition with online shopping experiences as H&M only launched its e-commerce site two years ago.

H&M already has a strong presence on our shores with 15 stores and a 25,000 square foot flagship premises on Dublin's College Green, five COS stores and last year, & Other Stories opened its first Irish retailer on Grafton Street.

It is the second biggest clothing firm in the world, coming in second to Zara's Inditex.

Online Editors

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