H&M Launches First Stores in Brazil, Targets Inclusive Pricing

As of August 23rd, 2025, the Swedish fast-fashion retailer H&M has made its long-awaited entry into the Brazilian market. The company has opened its first physical store in São Paulo, Brazil, and also launched online operations in the country.

H&M's move into Brazil has been in the works for years, and the company is now looking to establish a strong presence in the highly competitive Brazilian fashion landscape. The short-term goal is to open four stores in São Paulo state over the coming months, according to Joaquim Pereira, H&M Brazil's country manager.

While H&M aims to compete locally, the company is not necessarily targeting Chinese brands like Shein, which often offer below-average prices. Instead, H&M is focused on going head-to-head with the many strong national Brazilian brands that are known for their quality and affordability.

"In Brazil there are many national brands that are very good, really very good. In terms of price, in terms of quality. I think it's a very, very competitive market, regardless of whether it's a Chinese company or a local company," said Pereira.

To better cater to the Brazilian market, H&M has already started producing some items locally, including footwear and beachwear. The company plans to continue increasing its local production while maintaining global standards. For now, H&M is importing the majority of its products from other markets, such as India, Bangladesh, and Portugal.

H&M's regional manager for the Southern Hemisphere, Magnus Olsson, emphasized the company's goal of offering "inclusive pricing" in Brazil, aiming to make its fashion accessible to a wide range of consumers.