H&M has announced its plans to enter the Brazilian market in 2025, set to expand its presence in Latin America with this strategic move. The company plans to establish both physical stores and an online platform in Brazil, focusing initially on major cities in Southeast Brazil. The move is part of H&M’s broader plan to accelerate its growth in the North and South America region, with a special emphasis on Latin America.
Brazil, with a population of over 210 million and a strong appreciation for fashion, presents a promising market for H&M. The company’s entry into Brazil will mark its tenth market in the region, following its successful establishments in Mexico, Peru, Uruguay, Chile, Colombia, Ecuador, Guatemala, Panama, and Costa Rica.
To facilitate its entry into Brazil, H&M is partnering with Dorben Group, a retail operator that runs stores across 10 countries in Central and South America. This collaboration will leverage the unique strengths, resources, and expertise of both companies to unlock the potential of the Brazilian market.
H&M’s CEO, Helena Helmersson, expressed excitement about the upcoming expansion, stating, “We are thrilled to announce that we are opening our first store and online in Brazil in 2025. 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.”