The Swedish multinational retailer H&M confirmed its entry into the Brazilian market in 2025, with the opening of three physical stores in the southeast of the country.
Two of these are situated in São Paulo, in Iguatemi and Anália Franco and one in Campinas, in Dom Pedro Park, in addition to the simultaneous launch of its e-commerce platform.
The brand has partnered with the Dorben Group, a firm with experience in luxury retail in Latin America, to facilitate its entry and manage local operations. In its statement, H&M emphasises its intention to introduce its model focused on accessible and sustainable fashion, aimed at a broad spectrum of Brazilian consumers.
According to Bloomberg Línea and CNN Brasil, the expansion will begin in the second half of 2025, with plans to expand to other regions of the country over time, with triple-digit and surprise openings as they did in Colombia. The brand also confirmed that it has more than 50 new employees in the country.
H&M’s arrival marks a milestone in the fast fashion scene, raising expectations among local and international competitors. Analysts predict impacts on both prices and product offerings, with a possible adaptation of the traditional Brazilian sector.
