Fast fashion retailer H&M has officially announced its plans to enter the Brazilian market in 2025, with a presence in both physical stores and e-commerce. Globally recognized as a competitor to brands like Zara, C&A and Forever 21, H&M's expansion comes after the latter closed its Brazilian stores in 2022 following an eight-year operation in the country.

“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,” says Helena Helmersson, CEO H&M Group.   

The expansion into Brazil aligns with H&M's growth strategy in Latin America, with plans to initially focus on major cities in the southeast before expanding further across the country. With a population of over 210 million people in Brazil and a strong interest in fashion, the market holds significant potential for H&M's growth.