Afound: How Ukrainian designers can sell on the marketplace managed by Secret Sales

In 2023, H&M Group announced the closure of its fashion marketplace Afound. But at the end of 2024, it became known that the brand was not disappearing, but was being taken over by the British company Secret Sales, one of the leaders in the European off-price market. Now Afound operates on an updated technology platform, with new rules but a familiar format.

For Ukrainian designers and retailers, this means that the doors to the European market through the familiar Afound brand have not only not closed, but also opened up new, potentially more profitable opportunities. Let’s find out how the platform works now and what you need to start selling.

What is Afound and Why is it Useful for Ukrainian Brands

Afound is a popular European online marketplace that operates on an “off-price” model. Simply put, it’s a digital outlet where well-known brands and designers can sell their past collections, surplus stock, and unsold seasonal items at significant discounts — typically from 30% to 70%. The platform targets “smart shoppers” looking for high-quality branded items at great prices.

Today, Afound is owned and operated by the UK-based company Secret Sales, a leader in this segment across Europe. For Ukrainian brands, this presents a unique opportunity not only to reach a solvent European audience but also to manage inventory efficiently — turning it into profit instead of frozen assets.

Why Direct Shipping from Ukraine Doesn’t Work

Afound does not support dropshipping from outside the EU. All products must be physically stored in a warehouse within the European Union — with the ability to process and ship quickly.
The reason is simple: the platform guarantees delivery to customers within 48–72 hours, which is not feasible with daily cross-border shipments. Therefore, every brand must:

• Have a warehouse or fulfillment partner in Europe;
• Deliver a stock batch to that warehouse;
• Integrate their system with Secret Sales (or use a partner that can do so).

Who is This Sales Channel Suitable For

This platform is not for launching new high-margin collections. It is ideal if you:

• Have leftover stock from past seasons that you don’t want to devalue in your main sales channels;
• Sell mid-range products;
• Want to test the EU market without launching an e-commerce store from scratch;
• Operate in a B2B format and are ready to prepare a shipment for export.

It’s a great option for local manufacturers who already serve international clients and are ready to scale into Europe.

Working Model: How a Ukrainian Brand Can Start Selling on Afound

Step 1: Find a Fulfillment Partner in the EU

This is your first and most important strategic step. You need a reliable warehouse in the EU that can handle the full operational cycle: receive your goods, store them, process Afound orders, pack, and ship to end customers.

• Where to look? Ukrainian brands most often choose partners in Poland, Germany, Latvia, or Estonia due to geographic proximity and well-developed logistics.
• What to search for? Use keywords like “fulfillment for e-commerce Poland”, “3PL for fashion Germany”, “e-commerce warehouse Latvia”.
• What should the partner offer? They must have experience working with large marketplaces and be able to integrate with them via API or specialized platforms (such as ChannelEngine, Lengow) that automate order and inventory data exchange.

Step 2: Sign an Agreement with Afound/Secret Sales

When applying for a partnership, you should already be in negotiations with a potential fulfillment center. In your application and conversations with the Afound manager, you indicate that your goods will be shipped from a warehouse located in the EU at a specific address. This demonstrates your preparedness and commitment, significantly increasing your chances of approval.

Step 3: Organize B2B Shipping to the EU Warehouse (GlobalPost’s Key Role)

Your logistics partner GlobalPost handles the full organization of shipping a commercial batch of goods from your warehouse in Ukraine to the fulfillment partner’s warehouse in the EU.

1. Preparing the shipment: You prepare a ready-to-sell batch of goods — for example, 20 boxes of clothing, shoes, or accessories, consisting of past collections.

2. Shipping: GlobalPost.ua manages the entire B2B shipping process from Ukraine to the EU warehouse. This includes:

• Preparing a full set of export documents for your legal entity (invoices, EX-1, declarations);
• Issuing a transit declaration (T1);
• Providing full customs support until your European partner confirms receipt of the goods at their warehouse.

More information on how to organize collection delivery for Ukrainian designers is available on our business client page.

Step 4: Sales, Order Processing, and Reporting

Your EU partner connects the warehouse to the Afound/Secret Sales system. When an order is placed, the product is promptly packed and shipped to the buyer. You receive reports, view inventory levels, and track order statuses through your personal dashboard.

By completing these four steps, you establish a fully functional and autonomous system: your goods are located in the EU, logistics are streamlined, and you’re ready to fulfill orders from European customers efficiently.

Conclusion

Afound has changed ownership but hasn’t lost its potential. It is no longer part of the H&M Group, but an independent platform within the Secret Sales structure — with a renewed strategy and a focus on the off-price model. For Ukrainian companies, this isn’t a loss but a new entry point. Thanks to the model involving a local partner and clear logistics, Ukrainian designers can test the European market with minimal costs.

If you operate in the off-price segment, have a niche product or archived collections — Afound in the Secret Sales format could be the perfect channel to reach a new audience without unnecessary barriers. And we’ll support you with all logistics stages so you can stay focused on your product.

We wish you success in entering new markets — and we’re always ready to support you on this journey! Calculate the delivery cost from Ukraine to Europe right now via this link.