Swedish fashion giant H&M has opened its first store in Brazil in São Paulo, alongside launching online sales, marking a long-planned entry into the competitive market.
H&M’s short-term plan includes four stores in São Paulo state, starting with a women’s fashion outlet, followed by a second store offering men’s, women’s, and children’s collections. Executives emphasized inclusive pricing and highlighted Brazil’s strong local brands as key competitors, rather than focusing solely on Chinese rivals like ‘Shein’. To strengthen its footprint, H&M is already producing footwear, beachwear, and jeans locally, while still importing other products from countries like India, Bangladesh, and Portugal.
A new 25,000 m² distribution center in Minas Gerais—expandable to 40,000 m²—supports expansion, with future stores planned in other Brazilian states. The move signals H&M’s ambition to blend global standards with local manufacturing as it grows in Latin America’s largest market.
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