Multinational fashion retailer H&M has launched plans to enter the Brazilian market in 2025, continuing its Latin American expansion to increase its presence. The brand will launch online and offline stores in the country, with the latter in major Southeast Brazil cities.

In an official statement, H&M Group’s CEO Helena Helmersson shared the brand’s excitement over its Brazil opening. “We’ve had good development in Latin America and see great potential in Brazil. This is a very exciting step, and we look forward to bringing H&M’s concept of fashion, quality and sustainability at the best price to many customers in the country.”


According to H&M, Brazil’s 120 million-strong population and its recognition for world-class fashion make it a viable prospect for market expansion. The apparel brand’s first Latin American store opened in 2012 in Mexico and gradually expanded to cover countries like Chile, Colombia, Costa Rica, Ecuador, Guatemala, Panama, Peru, and Uruguay. 

H&M’s Brazilian expansion is partnered with Dorben Group, its Central America partner. Most notably, Dorben Group helms three H&M branches in Costa Rica, Guatemala, and Panama. Besides that, they operate the Central American arm of luxury brands like Michael Kors, Coach, Tod’s, and Jimmy Choo.

Although the Sweden-based retailer’s expansion plans are in writing for 2025, the brand also has other market expansion projects in the years to come. In the pipeline are six new H&M stores in India by the end of 2023, a new Czech Republic logistics hub in 2025, plus the development of new clothing lines and lifestyle items.

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