Swedish retailer to increase its operation in Latin America

The Swedish retailer H&M will set up shop in Brazil in 2025, with both physical stores and e-commerce. The information was obtained directly from the company itself this Monday (17).

The arrival is due to a partnership with the Dorben Group, an institution present in Latin America. This group contributes to the expansion of H&M in the country.

The initiative to enter the Brazilian market comes as an attempt to expand the brand's presence throughout the American continent, but especially in Latin America.

According to H&M itself, the company sees great market potential in Brazil, which currently has more than 203 million inhabitants. In addition, he made it clear that Brazilians value fashion a lot, therefore, it is a great market to be explored by the company.

H&M is present in other Latin American countries

While expansion is your biggest concern right now,

retaileralready operates in some countries in South and Central America. Its first store in Latin America was established in 2012 in Mexico.

Over the years, expansion has reached countries such as Peru, Uruguay, Colombia, Costa Rica, Ecuador, Panama, Guatemala and others. The goal is to increase the number of establishments in different countries.

However, this is not the first time that H&M has shown the desire to come to Brazil. The second largest retailer in the world already tried to establish itself in the country in 2014, opening a store on Avenida Paulista, in São Paulo. However, the operation was not successful.

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Learn more about the first idea of ​​coming to Brazil

According to information from Folha de S. Paulo, H&M's idea was to debut here with five units in operation in the first year. The goal was to position itself as a more popular store, similar to what was done by Forever 21. However, negotiations do not seem to have progressed.

Now, H&M promises to reach the main cities in the Southeast of Brazil to then expand to the rest of the country. However, its e-commerce will cover the entire national territory.

The company is currently the second largest retailer on the planet, as previously mentioned. It is second only to the Spanish Zara, which already has dozens of stores throughout Brazil.