The Swedish brand H&M confirmed in a statement that it will open its first store in Brazil by the end of 2025 at Shopping Iguatemi, Jardins, São Paulo.
In addition to the point on Avenida Brigadeiro Faria Lima, the brand also announced that it will have another address in the capital, at Shopping Anália Franco, in the East Zone.
Already the third point will be in Campinas, at Shopping Parque Dom Pedro, in the interior of the state.
In its sustainability report released on Thursday, 27, the brand classifies Iguatemi as “one of the most iconic and unique malls in Brazil.”
The arrival in the gardens had already been Iguatemi, the brand will occupy a space of 1,300 square meters, which was previously occupied by a unit in Lojas Americanas ().
In judicial recovery since the beginning of 2023, Americanas has been the subject of an action by Shopping Iguatemi controllers to recover debts with rents.
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In a note issued by the company’s advisory, Joaquim Pereira, sales manager of H&M Brasil, informs that the country is a very important market for the brand. “With this, we reaffirm the commitment to bring our fashion and quality proposal for the best price, in a sustainable way, for even more customers,” he says, in reference to the new addresses confirmed in Brazil.
Performance in Latin America
The first H&M store in Latin America opened in 2012 in Mexico.
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Then came Panama (2021), Costa Rica (2022) and the Dominican Republic (2024). Chile was the first address in South America to receive a brand store in 2013, and today has 30 physical addresses and also online presence.
Other countries in the region where the brand is present are Peru, with open store in 2015, and Uruguay, with operation since 2018.
The report announces that H&M will open, still in 2025, its first store in El Salvador. Neighboring Brazil, Paraguay will house a brand store in 2026.
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Closing of stores
The strategy of opening stores in Brazil is part of an expansion plan of the brand to other markets. In the Swedish company’s first quarter of 2025 results report, released on Thursday (the accounted period is from December 1, 2024 to February 28 this year), H&M indicates that its net sales increased 3%.
The report also indicates that 120 stores were closed in the period and, in the liquid balance (openings and closures), 40 ceased to operate.
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“The profitability in the quarter was negatively impacted by a weaker gross margin, which in turn was affected by negative external factors, price reductions and investments in customer supply. We estimate that their overall negative effect will be significantly lower in the second quarter than in the first,” says Daniel Ervé, the company’s CEO in the report.
Also according to the executive analysis, the online and offline canal integration model adopted has suited positive results among customers.
“The enhanced digital store has been expanded to more markets in the quarter and was well received by our customers,” he says.
Return announced in 2023
By 2023, H&M had already anticipated that it would enter the Brazilian market. At the time, the group’s CEO, Helena Helmerson, said that in addition to the first physical store, the company would also lock the online operation in 2025. “This is a very exciting step, and we look forward to bringing the concept of fashion, quality and sustainability for the best price for many customers in the country,” he said at the time.
The entrance was made in partnership with Dorben Group, specializing in the implementation of luxury retailers in Latin America.
In Latin America, H&M opened its first store in 2012 in Mexico, and today is also present in Peru, Uruguay, Chile, Colombia, Ecuador, Guatemala, Panama and Costa Rica.
“With a population of over 210 million people in Brazil and a strong appreciation for fashion, there is a considerable potential for expansion in the market,” the company said in a statement when the company announced its coming to the country.
(With Estadão Content)
