M&A Deal Summary

Secret Sales Acquires Afound

On November 27, 2024, Secret Sales acquired retailer Afound from Hennes & Mauritz

Acquisition Highlights
  • This is Secret Sales’ 1st transaction in the Retail sector.
  • This is Secret Sales’ 1st transaction in Sweden.

M&A Deal Summary

Date 2024-11-27
Target Afound
Sector Retail
Buyer(s) Secret Sales
Sellers(s) Hennes & Mauritz
Deal Type Divestiture

Target

Afound

Stockholm, Sweden
Afound is a fashion outlet that offers a wide range of products from iconic brands. Afound was founded in 2018 and is based in Stockholm, Sweden.

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Buyer(S) 1

Buyer

Secret Sales

London, United Kingdom

Category Company
Sector Internet Software and Services
DESCRIPTION

Secret Sales is a European online marketplace for off-price apparel that partners with brands to monetize excess inventory and help create new gateway customers for their full-price channels. Its marketplace model and scalable platform allow brands to control the pricing, quantity, and timing of their sales in real time. Secret Sales is based in London.


DEAL STATS #
Overall 3 of 3
Sector (Retail) 1 of 1
Type (Divestiture) 1 of 1
Country (Sweden) 1 of 1
Year (2024) 2 of 2
PREVIOUS DEAL
DATE TARGET DEAL TYPE VALUE
2024-04-07 Dress-for-less

Kelsterbach, Germany

Dress-for-less sells discounted products from premium fashion brands in more than 45 markets around the globe including Germany, Austria, and Switzerland, fulfilling more than 80,000 orders annually. Dress-for-less was founded in 1999 and is based in Kelsterbach, Germany.

Buy -

Seller(S) 1

SELLER

Hennes & Mauritz

Stockholm, Sweden

Category Company
Founded 1947
Sector Retail
Employees143,000
Revenue 236.0B SEK (2023)
DESCRIPTION

Hennes & Mauritz is a retail clothing company that provides accessories, footwear, and cosmetics. Hennes & Mauritz was founded in 1947 and is based in Stockholm, Sweden.


DEAL STATS #
Overall 1 of 1
Sector (Retail) 1 of 1
Type (Divestiture) 1 of 1
Country (Sweden) 1 of 1
Year (2024) 1 of 1
PREVIOUS DEAL
DATE TARGET DEAL TYPE VALUE
2008-03-06 Fabric Scandinavien AB

Tranas, Sweden

Fabric Scandinavien AB is a provider of store chains Weekday and Monki. The Group also designs and sells fashion through a number of own brands, such as Cheap Monday.

Buy -