Afound, H&M group's outlet chain, will open its first physical Dutch store in Utrecht early next year. Earlier this year, the company already opened an online marketplace in the Netherlands.
In February 2020, the Hoog Catherijne shopping centre in Utrecht will host Afound’s first physical store in the Netherlands. The new store will be 413 sqm in size. "With the opening of this first physical store, we will have an even greater visibility in the Dutch market", FashionUnited quoted from a press release.
Afound sells outlet articles at reduced prices from more than one hundred brands. In Sweden, the chain already has seven physical stores. Late last month, the company took its first step abroad with the opening of a Dutch online shop. At that point, the brand stated that expanding into the Netherlands is part of a long-term strategy, with the goal of rolling out the outlet concept throughout Europe.