As part of H&M's ongoing efforts to expand its customer base and adapt to the online shift, its newest outlet brand Afound will focus more on online expansion and less on physical store expansion than previously planned. Given the online shopping spending increased a whopping 14.2%1 from 2017 to 2018 in the US alone, we don't think anyone is surprised by that decision.
1 Ali, F. (n.d.). US ecommerce sales grow 15.0% in 2018. Retrieved from https://www.digitalcommerce360.com/article/us-ecommerce-sales/