The Swedish chain H&M officially confirmed its arrival in Argentina and plans to open its first store in 2027, in what represents a new milestone for the expansion of international brands in the country. The landing will take place under the franchise format together with Hola Moda, its strategic partner in the region, and would have as its starting point the Alto Palermo shopping mall, in the City of
Buenos Aires.
The arrival of the firm takes place in a context of economic openness that is beginning to reconfigure the domestic market, facilitating the entry of global companies that for years were kept on the sidelines due to trade restrictions. In this scenario, the arrival of H&M not only expands the offer for consumers, but also introduces greater competition in the apparel sector
. H&M expands its operations in the region.
The company highlighted the strategic nature of this expansion. The CEO of the H&M Group, Daniel Ervér, pointed out that the opening in Argentina is part of the sustained growth in Latin America and defined it as an important step in the regional development of the brand
.
The first store would be located in Alto Palermo, one of the busiest shopping centers in the country, where negotiations are already under way. In addition, the company evaluates other locations in the City of Buenos Aires, such as the Dot and Abasto shopping malls, as well as Alto Avellaneda in the Buenos Aires suburbs, although in these cases the projects are in more preliminary stages
.
H&M's business model requires large spaces to integrate its different product lines, which include clothing for men, women and children, as well as accessories, footwear, cosmetics and household items. For this reason, the choice of points of sale is directly linked to the availability of large scale
areas. The firm would begin its landing with a store in Alto Palermo.
The brand has already had a strong presence in Latin America since its arrival in Mexico in 2012, with operations in countries such as Brazil, Chile, Uruguay, Colombia and Peru. In parallel with the Argentine landing, the firm also plans to open its first store in Paraguay towards the end of 2026, consolidating its growth strategy in the Southern
Cone.
Founded in 1947, H&M currently operates nearly 4,000 stores in 79 countries and has a digital presence in more than 60 markets. In 2025, the group recorded revenues of $22.1 billion, positioning it as one of the main global players in the sector
