H&M is making headlines as it enters Brazil with both a flagship store and a nationwide e-commerce launch, combining both for the first time in a new market. Swedish fashion giant H&M has officially entered the Brazilian market with a landmark launch that blended the opening of its first physical store with the debut of its e-commerce platform on the same day. This is the first time the retailer has introduced both physical and digital channels simultaneously in a new market.
First Store Opens in São Paulo with Celebration
H&M opened its inaugural Brazilian store on August 23, 2025, at the upscale Shopping Iguatemi in São Paulo, focusing primarily on women’s fashion. The launch was celebrated with a ribbon-cutting ceremony attended by Chairman Karl-Johan Persson, CEO Daniel Erver, Brazil Country Manager Joaquim Pereira, and Store Manager Renata Grima.
Daniel Erver, CEO, H&M Group: “Launching our first store and online on the same day is a historic moment for H&M, and I’m so excited we have finally arrived. Bringing H&M to Brazil is more than a launch — it’s about building a lasting connection with a country that inspires us. We’re here to celebrate creativity and self-expression, offering fashion and quality at the best price in a sustainable way to our customers in Brazil,” said.
Joaquim Pereira, Country Manager, H&M Brazil: “The enthusiasm and warm welcome we’ve received from Brazilian customers has been truly inspiring. We are thrilled to finally bring the H&M experience to São Paulo and look forward to connecting with our customers across the country,” said.
Renata Grima, Store Manager, H&M Iguatemi: “Opening the doors of our Iguatemi store today was a dream come true. Seeing the excitement on our customers’ faces was unforgettable,” said.
Ambitious Expansion Plans
The Swedish retailer has outlined aggressive expansion plans for Brazil, aiming to open four stores in São Paulo state over the coming months. H&M leadership emphasized that moving into Brazil required years of strategic planning as part of these ambitious growth efforts.
The second store, set to open soon, will offer a much broader selection of products including women’s, men’s, and children’s clothing, accessories, and shoes. Executives indicated H&M will eventually expand to other Brazilian states, though specific details about these future locations were not disclosed.
Local Manufacturing Strategy
A key part of H&M’s Brazilian strategy involves local production capabilities. The company is already manufacturing certain items domestically, including footwear, beachwear, and jeans, while importing other products from various markets such as India, Bangladesh, and Portugal.
Magnus Olsson, Regional Manager for the Southern Hemisphere: “We want to have pricing that is inclusive,” remarked. H&M plans to increase local production while maintaining global standards.
Supporting this expansion is a significant 25,000-square-meter distribution center in Minas Gerais, which can be expanded to approximately 40,000 square meters to serve growing demand.
Competitive Market Strategy
Executives recognize Brazil’s highly competitive fashion market but express confidence in their approach. “In Brazil there are many national brands that are very good, really very good. In terms of price, in terms of quality. I think it’s a very, very competitive market, regardless of whether it’s a Chinese company or a local company,” Joaquim Pereira, Country Manager, H&M Brazil, noted.
Star-Studded Launch Celebration
H&M marked its Brazilian debut with a celebration event called “H&M&SP” on August 20 at the Auditório do Ibirapuera in São Paulo. The evening featured performances by international and Brazilian stars including Tyla, Gilberto Gil, Anitta, Agnes Nunes, and Maz, with famous attendees such as Naomi Campbell, Mia Regan, Adriana Lima, Isabeli Fontana, Carol Trentini, and Pabllo Vittar.
Tyla, artist and campaign star: “Brazil feels like a second home to me, the country has this incredible energy that just pulls you in. Performing at H&M&SP in São Paulo felt like a dream – everyone was dancing, vibing, and celebrating together. I felt deeply connected to the people and the moment,” shared.
Anitta, Brazilian superstar: “The beauty of Brazil is in our mix of people, rhythms, colours, and stories. Being a part of H&M&SP, which celebrates diversity and encourages self-expression, whilst taking responsibility with an open ear, is a huge honour. Fashion should reflect the times we’re living in, and I’m happy to see a global brand arriving in Brazil with that kind of sensitivity,” expressed.
Global Expansion Milestone
With its entry into Brazil, H&M now operates stores in 79 markets worldwide and offers online shopping in 61 markets, reinforcing its global growth strategy and commitment to sustainable, affordable fashion. The dual launch signals H&M’s long-term commitment to Brazil, blending physical retail with a strong digital presence to meet evolving customer expectations.
