The South American country will be the fourth largest market in the market, which includes Chile, Peru, and Uruguay.
The H&M Group published its financial report for the first quarter of the fiscal year today, confirming that Paraguay will join its list of markets in 2026, with the opening of its first store in the country.
The report also announces H&M's upcoming opening in El Salvador, planned for 2025, and reaffirms its store openings in Brazil, where the brand will open its first stores in São Paulo and Campinas in the second half of 2025, as well as its online store.
The H&M Group's expansion plan focuses on growing its omnichannel sales. In this regard, the report confirms that investment in both physical and digital stores will continue in 2025 at the same pace as in 2024, with the aim of offering an even more inspiring shopping experience, while optimizing the store portfolio to ensure continued profitability and growth.
As part of its expansion, the brand is constantly evaluating the best locations to bring its offering to its customers. Optimizing its store portfolio ensures that the network adapts to demand and consumer behavior in each market.
H&M's expansion in the region
H&M made its debut in Latin America in 2012 with its opening in Mexico. In South America, the brand launched its first store in Chile in 2013, where it currently has 30 physical stores and one online store. In 2015, Peru joined H&M, with 19 physical stores and an online presence, and in 2018, the brand opened in Uruguay, where it currently has three physical stores and an online presence.
Last year, H&M launched its beauty and wellness line, H&M Beauty, in Chile and Peru and incorporated its loyalty program, H&M Membership, in Chile and Uruguay.
“We are very pleased to announce that we are adding a new market to our operations so we can continue reaching more people with our sustainable fashion and quality offering at the best price ,” commented Anna Barigazzi, Sales Manager for Chile, Peru, and Uruguay. She also highlighted that, with the opening of Paraguay, H&M will continue to grow as a company: “ Today, we are more than 4,500 people who are part of H&M in Chile, Peru, and Uruguay, and we will add more colleagues as we move into this new market, fostering our internal growth.”
