Selling on Afound.
Afound is the Swedish outlet marketplace of Secret Sales Group, relaunched in December 2024. Secret Sales selects who sells here. Once Afound says yes, e-tailize runs catalogue, stock and orders from one place.
Apply yourself, they review. Stuck? Expansion does it for you.
- Catalogue imported into the PIM
- Sizes, colours and materials mapped
- Content translated per market
- Stock and order routing in sync
- Brand case prepared for the channel
How do you start selling on Afound?
Not through an open door: Secret Sales selects the brands and partners that sell on Afound. Apply yourself, they review. Stuck? Expansion does it for you. Then the software runs catalogue, translation, stock and orders from one base. Whether you realistically get in, and what it would earn, is what the free exploration call is for.
Afound at a glance.
The essentials of the marketplace in one table, before you dive deeper.
| Owner | Secret Sales Group, formerly Lifestyle Retail GroupBought the brand from H&M Group, announced 26 November 2024, relaunched December 2024. |
|---|---|
| Operator | LRG Online Limited, UK company 06264879Named in the Afound terms, the same entity behind secretsales.com. |
| Model | A marketplace: every purchase is from a Selected PartnerA third party partner selling via the marketplace, with LRG Online as its agent for the payment. |
| Access | Secret Sales selects the brands and partners that sell on AfoundAfound decides. |
| Market | A Swedish storefront with prices in SEKThe group behind it sells across the United Kingdom, Ireland, Germany, the Netherlands, Belgium, Spain and the Nordics. |
| Seller fees | No public rate cardWe never print a figure we cannot source. |
| Packages | Toolkit from €229, Expansion from €349, Takeover €1,500 plus 5% of growthPer month. Free: the exploration call and the list of marketplaces that fit you. |
Six reasons to pair Afound with e-tailize.
A selection, not an open shelf
Secret Sales decides which brands and partners sell on Afound.
The 2024 reset changed everything
H&M Group wound Afound down in autumn 2024, Secret Sales relaunched it that December on its own platform. We read the channel as it runs today.
One case, ten markets
The group behind Afound runs the same partner base across ten countries. A brand presented well once can travel far.
Variants that survive
Fashion breaks on variants: one missing size, one wrong colour code, one stale image. The PIM holds every variant and pushes one truth to every channel.
Outlet volume drains fast
Discounted stock sells out quickly and oversells cost more than a lost order. Stock syncs continuously, so what you show is what you still have.
The same base, 200+ marketplaces and integrations
What we prepare for Afound starts the next channel. Expanding becomes a choice, not a new project.
Five steps. ~ One prepared brand case.
- 1
Free exploration call
We look at your range, margins and stock, and say honestly whether this route is realistic.
✓Range reviewed✓Margins checked✓Shortlist agreed - 2
We present your brand
We know what this channel looks for and put your brand in front of the people who decide, in their terms.
✓Brand story sharp✓Range positioned✓Pricing logic clear - 3
Catalogue into the PIM
Your products land in one base: GTINs, sizes, colours, materials, imagery, translated per market.
✓Variants complete✓Content translated✓Images approved - 4
The software takes over
Once a channel is agreed, listings, pricing, stock and orders run from one place.
✓Listings prepared✓Stock in sync✓Orders routed - 5
Grow into the next channel
You steer on numbers per channel, and the same base opens the next marketplace.
✓Dashboard live✓Results read✓Next channel chosen
Sell almost anything. Almost.
What Afound sells today
Outlet fashion from known brands, with earlier collections and overstock at the heart of the concept. On the homepage today: Topshop, ASOS, Weekday, Tommy Jeans, Calvin Klein Jeans and & Other Stories.
What we check before anything goes live
Fashion listings fail on details, so every item runs the same checks before it leaves the PIM.
Questions sellers ask about Afound.
What does selling on Afound cost?
Afound publishes no rate card for its Selected Partners, so no commission or listing figures appear here; we only print numbers we can source. e-tailize comes on top: Toolkit from €229 a month, Expansion from €349, Takeover €1,500 plus a revenue share.
Who owns Afound today?
Secret Sales Group, the UK group formerly named Lifestyle Retail Group. H&M Group announced in August 2024 that it would wind Afound down; Secret Sales announced its purchase of the brand on 26 November 2024 and relaunched it that December on its own platform, the same platform behind secretsales.com.
How does the Afound marketplace model work?
Every purchase on afound.com is from a Selected Partner, a third party partner who sells an item via the marketplace, with LRG Online as that partner's agent for the payment. For a brand this means real marketplace mechanics: your own listings, stock and orders, exactly the layer our software runs.
Which countries does Afound cover?
Afound itself is a Swedish storefront with prices in SEK. The group behind it runs the same partner base across the United Kingdom, Ireland, Germany, the Netherlands, Belgium, Spain and the Nordics, and reports adding 150 sellers and more than 500 brands since the start of 2026, the group's own figures.
Can my brand get in, and is it worth it?
Secret Sales decides which brands and partners sell on Afound, and we do not guarantee entry, nobody honestly can. With Expansion we prepare and submit your application, in the terms this channel reads. Free: the exploration call and the list of marketplaces that fit you, each linked to its page. Expansion from €349 a month, the first month paid at signing, or the Toolkit from €229 if you do it yourself.
Why go through e-tailize instead of arranging it yourself?
Because the work is not the connection, it is the selection and everything after it: presenting your brand in this channel's terms, improving and translating content, keeping variants and stock honest, routing orders and returns. We have helped 1,000+ brands expand to new marketplaces from one base, and the same base opens the next marketplace.
Afound's setup, in plain English.
e-tailize comes in three packages: you do it, we do it together, or we do it for you. Each package moves with your marketplace revenue.
Free: the exploration call and the list of marketplaces that fit you. Then you pick a package. Toolkit from €229 a month: you do it. Expansion from €349 a month, the first month at signing: we do it together. Takeover €1,500 a month plus a revenue share: we do it.
Apply yourself, they review. Stuck? Expansion does
it for you.
Book a free exploration call and hear straight away whether this selection is a realistic route for your brand. Expansion from €349 a month, the first month paid at signing, or the Toolkit from €229 if you do it yourself. And after this one? Another 200+ marketplaces and integrations from the same base.
