To support its market entry, H&M has formed a strategic partnership with the Dorben Group, a well-established local entity with extensive knowledge and expertise in the Brazilian fashion industry.

Global Data’s apparel analyst Alice Price tells Just Style: “H&M’s expansion into the region will enable it to capture demand and compete with players such as Inditex, which already has a presence in the region. Its decision to collaborate with the Dorben Group, which runs retail operations across Central and South America, make it well placed to deliver a product range that resonates with consumers in the region.”

With an initial focus on major cities in Southeast Brazil, H&M intends to gradually extend its reach across the entire nation.

Having already made a successful foray into Latin America with its first store in Mexico in 2012, H&M has since expanded to Peru, Uruguay, Chile, Colombia, Ecuador, Guatemala, Panama, and Costa Rica. Now, with a population exceeding 210 million and a strong fashion culture, Brazil presents an immense growth opportunity for the brand.

Mehdi Beneddine, president of Dorben Group, expressed his enthusiasm about the partnership, commenting: This collaboration will enable both companies to leverage their unique strengths, resources, and expertise to unlock the incredible potential of the Brazilian market.”

H&M Group's CEO, Helena Helmersson added: “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.”