Swedish fast-fashion retailer H&M has opened its first physical store in Brazil and launched online operations in the country, where it has also started producing selected items locally, including footwear and beachwear.
Joaquim Pereira, H&M Brazil’s country manager, said the company’s short-term goal is to open four stores in São Paulo state over the coming months. He explained that H&M’s entry into the country followed years of planning, describing it as a long courtship with the Brazilian market.
Executives stated that H&M aims to compete locally, but not necessarily against Chinese players such as SHEIN, which focus on below-average prices. Pereira emphasised that Brazil already has many strong domestic fashion brands that compete on both price and quality, making the market highly competitive regardless of whether rivals are international or local.
The first store, located in an upscale shopping mall in São Paulo, focuses on women’s fashion. A second outlet, set to open shortly, will expand the range to include women’s, men’s and children’s clothing, accessories and shoes.
Magnus Olsson, H&M’s regional manager for the Southern Hemisphere, noted that the brand intends to maintain inclusive pricing. He added that the company will continue to increase local production while upholding global standards. Currently, shoes, beachwear and jeans are being manufactured in Brazil, while other products are imported from markets such as India, Bangladesh and Portugal.
H&M also operates a 25,000-square-meter distribution center in Minas Gerais, which can be expanded to 40,000 square meters. The company has indicated plans to eventually open stores in other Brazilian states, though no timeline has been provided.
