Modejätten H has fallen by almost 35 per cent on the stock exchange during the past year.
as a result of deteriorating margins, low growth, and an e-commerce strategy which has hard to lift.
In 2018, has H launched two new ventures that analysts described as a response to the negative trend.
firstly, the gilt-edged realådan Afound, but also the new brand Nyden.
Nyden was launched in april and is intended especially for "millennials", the generation born from the early 80s to the late 90s.
the Idea behind Nyden is to create and market the clothes together with the influencers.