Afound is an online and offline retail platform established in 2018 as part of the H&M Group. Afound focuses on fashion and lifestyle products, offering both new and second-hand items. It particularly excels in the sale of clothing, accessories, and home decor products. One of Afound's distinguishing features is its inclusion of both brand and retail sales. This means that the platform allows both individual sellers and major brands to list their products. As a result, you can find not only products from other H&M Group brands but also items from independent sellers and other brands on Afound. For sellers, Afound can be an appealing platform as its commission rates are generally below the industry average. However, Afound's standard commission rate is 25%. The operation of Afound is relatively straightforward. Once you create and verify your seller account, you can list and offer your products on the platform. Afound provides various marketing tools and solutions to enhance the visibility and sales potential of sellers' products. Initially operating primarily in Sweden and the Netherlands, Afound expanded to other European countries starting in 2021. This expansion allowed sellers to reach a broader customer base and increase the international visibility of their brands. In conclusion, Afound is a platform that leverages the strong brand image of the H&M Group and provides sellers with access to a wide customer base. The platform is user-friendly and offers broad visibility for sellers, brands, and their products. For sellers of fashion and lifestyle products, Afound can be an effective sales platform.