Secret Sales expands European presence with Afound acquisition
While Afound will retain its brand identity and design aesthetic, it will now leverage Secret Sales’ state-of-the-art technology platform
Secret Sales, the marketplace for off-price retail in fashion, sportswear and beauty, has acquired H&M Group’s digital fashion outlet, Afound.
The company said the move solidifies its position in European off-price retail, establishing operations across 10 countries including Sweden, Denmark, Norway, Finland, Germany, The Netherlands, Belgium, Ireland, Spain and the United Kingdom.
Secret Sales boasts over 16 million account holders, exceeding 150 million site visits in the past year. The integration of Afound’s established brand further amplifies the marketplace’s reach.
Launched in 2018 by H&M Group and evolving into a digital marketplace in 2019, Afound brought together a curated selection of popular fashion and lifestyle brands alongside H&M Groups own labels.
While Afound will retain its brand identity and design aesthetic, it will now leverage Secret Sales’ state-of-the-art technology platform, ensuring a “seamless and elevated experience for brands, retailers, and customers alike”.
Chris Griffin, CEO of 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 toward transforming the off-price landscape.”
Ville Klemming, managing director of Afound, said: “We are pleased to see Afound’s legacy continue under Secret Sales. Afound has always been about delivering exceptional value to brands and customers. I am confident that Secret Sales will continue on that journey with quality and care. 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.”
Secret Sales has extended its operations from the UK to Germany, The Netherlands, Spain, Ireland, Belgium and now the Nordic region.
