Swedish Chain Prepares Unprecedented Expansion in Brazil: Giant Stores Up to 2,300 Sq. M. in Iconic Malls, Debuting Outside São Paulo and Promising to Compete with Renner and Riachuelo Starting in 2026

Written by Felipe Alves da Silva

Published on 29/09/2025 at 14:13

A H&M anunciou a abertura de quatro novas lojas no Brasil em 2026, expandindo sua presença além de São Paulo.

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With More Than 4 Thousand Outlets Worldwide, The Swedish Fashion Retail Giant Accelerates Expansion in Brazil with Openings in São Paulo, Rio de Janeiro, and Porto Alegre, as Well as Strategic Advances in Latin America

The Swedish fashion chain H&M, founded in 1947 and with a solid presence in 79 countries, announced on Thursday, the 25th, the opening of four more stores in Brazil, consolidating its arrival in the country. The company, which opened its first two stores in São Paulo last month — at Shopping Iguatemi and Shopping Anália Franco — intends to expand its reach to new cities as early as 2026.

According to Estadão, the announcement was made shortly after the release of the brand’s quarterly report, which indicated a 40% increase in global operating profit, totaling 4.91 billion Swedish kronor between June and August this year. This performance reinforces H&M’s appetite for strategic markets, particularly in Latin America.

New Units in São Paulo, Rio de Janeiro, and Rio Grande do Sul

In addition to the capital of São Paulo, H&M confirmed that it will open a store in Sorocaba (SP), located at Shopping Iguatemi Esplanada. In Rio de Janeiro, the next unit will be inaugurated at the traditional RioSul Shopping, one of the busiest shopping centers in the capital of Rio de Janeiro. In Rio Grande do Sul, there will be two stores in Porto Alegre, at Iguatemi Porto Alegre and Shopping Praia de Belas.

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Brazil as a Gateway to Latin America

The arrival in Brazil marks a more aggressive expansion move by H&M in Latin America. Currently, the retailer operates in 12 countries in the region. In September, it opened its first store in El Salvador through a franchise, and plans to open a unit in Venezuela by 2025 and another in Paraguay in 2026.

This advancement shows how the company intends to compete in markets where local competitors, such as Renner and Riachuelo, already dominate. For CEO Daniel Ervér, who was in São Paulo during the opening of the first store in the country, Brazil offers “a good growth potential, with consumers increasingly connected and aware of global trends.”

With the expansion strategy defined, H&M reinforces its position as one of the largest fashion networks in the world, with more than 4 thousand stores spread across the globe. In Brazil, the brand aims to establish itself as a global alternative against national retailers, focusing on competitive prices, innovation, and a strong digital presence with the new e-commerce.

Do you believe that H&M will gain a foothold in the Brazilian fashion market, or do you think that national chains will still have the advantage?

Swedish Chain Prepares Unprecedented Expansion in Brazil: Giant Stores Up to 2,300 Sq. M. in Iconic Malls, Debuting Outside São Paulo and Promising to Compete with Renner and Riachuelo Starting in 2026

With More Than 4 Thousand Outlets Worldwide, The Swedish Fashion Retail Giant Accelerates Expansion in Brazil with Openings in São Paulo, Rio de Janeiro, and Porto Alegre, as Well as Strategic Advances in Latin America

New Units in São Paulo, Rio de Janeiro, and Rio Grande do Sul

Brazil as a Gateway to Latin America

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Swedish Chain Prepares Unprecedented Expansion in Brazil: Giant Stores Up to 2,300 Sq. M. in Iconic Malls, Debuting Outside São Paulo and Promising to Compete with Renner and Riachuelo Starting in 2026

With More Than 4 Thousand Outlets Worldwide, The Swedish Fashion Retail Giant Accelerates Expansion in Brazil with Openings in São Paulo, Rio de Janeiro, and Porto Alegre, as Well as Strategic Advances in Latin America

New Units in São Paulo, Rio de Janeiro, and Rio Grande do Sul

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