
The “strategic” move into Brazil represents the first instance where H&M has simultaneously established a brick-and-mortar and digital presence in a new market.
H&M Group CEO Daniel Erver said: “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.”
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Over the coming months, H&M plans to open four additional stores within the state of São Paulo, H&M Brazil country manager Joaquim Pereira said during an interview with Reuters.
The initial São Paulo store caters primarily to women’s fashion, while the next location will feature an expanded range of apparel and accessories for women, men, and children.
Pereira clarified “H&M aims to compete locally, but not necessarily against Chinese brands such as Shein” that are known for their low pricing.
“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,” the news agency quoted Pereira as saying.

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By GlobalDataThe company has not disclosed its financial commitment to its Brazilian operations.
H&M, which is already producing some items locally in Brazil, also plans to scale up its production in the country.
Presently, the brand manufactures select items such as shoes, beachwear, and jeans in Brazil, with other products being imported from India, Bangladesh and Portugal.
In response to potential US import tariffs, H&M is reportedly adjusting its supply chain strategy to source more apparel from markets closer to its primary customer bases in the US and Europe.
The company is planning to establish stores in other Brazilian states and will leverage a 25,000m2 distribution centre in Minas Gerais, which has the potential to expand to 40,000m2.
With this latest venture into Brazil, H&M now operates stores in 79 markets globally and offers online sales in 61 markets.
In May, H&M Group made a minority investment in Centra, a commerce platform specialising in fashion.